Lee Yan Fong Library

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Holt, Douglas B.

How brands become icons : the principles of cultural branding / Douglas B. Holt. - Boston, Mass. : Harvard Business School Press, c2004. - xiii, 265 p. : ill. ; 25 cm.

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.

ISBN: 1578517745 9781578517749

LCCN: 2004002697

Subjects--Topical Terms:
Brand name products.
Business names.
Popular culture.
Merken.
Marketing.
Culturele aspecten.
Produits de marque.
Raison sociale.
Culture populaire.

LC Class. No.: HD69 B7 / H647 2004

Dewey Class. No.: 658.8/27