How brands become icons : the principles of cultural branding /
by Holt, Douglas B.
Material type:
BookPublisher: Boston, Mass. : Harvard Business School Press, c2004Description: xiii, 265 p. : ill. ; 25 cm.ISBN: 1578517745; 9781578517749.Subject(s): Brand name products | Business names | Popular culture | Merken | Marketing | Culturele aspecten | Produits de marque | Raison sociale | Culture populaire
Contents:
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.
| Item type | Location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
 Book |
Lee Yan Fong Library
Library Collection
Lee Yan Fong Library |
HD69 B7 H647 2004 (Browse shelf) | Available | 00016255 |
Total holds: 0
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.
Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
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Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG