How brands become icons : the principles of cultural branding / Douglas B. Holt.
Material type:
TextPublication details: Boston, Mass. : Harvard Business School Press, c2004.Description: xiii, 265 p. : ill. ; 25 cmISBN: - 1578517745
- 658.8/27 22
- HD69.B7 H647 2004
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KMTC:SIAYA CAMPUS General Stacks | HD69.B7 H647 2004 (Browse shelf(Opens below)) | Available | SYA/2429 |
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| HD69.B58 2010 project Management Simplified | HD69.B58 2010 project Management Simplified | HD69.B7 A215 2000 Brand leadership / | HD69.B7 H647 2004 How brands become icons : the principles of cultural branding / | HD69C342009 The Project Management Handbook | HD69.C36 1998 Project management | HD69.C45 2008 PROJECT MONITORING EVALUATION AND REPORTING |
Includes bibliographical references (p. 245-249) and index.
What is an iconic brand? -- How is cultural branding different? -- Targeting myth markets -- Composing the cultural brief -- Leveraging cultural and political authority -- Managing brand loyalty as a social network -- Co-authoring the myth -- Advancing the myth -- Branding as cultural activism.
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