Bibliograph

How brands become icons, the principles of cultural branding, Douglas B. Holt

Type

Label

How brands become icons, the principles of cultural branding, Douglas B. Holt

Language

eng

Bibliography note

Includes bibliographical references (pages 245-249) and index

Illustrations

illustrations

Index

index present

Literary Form

non fiction

Main title

How brands become icons

Nature of contents

bibliography

Oclc number

54415938

Responsibility statement

Douglas B. Holt

Sub title

the principles of cultural branding

Summary

Iconic brands have social lives and cultural significance that go well beyond product benefits and features. This book distills the strategies used to create the world's most enduring brands into a new approach called 'cultural branding'

Table Of 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

Classification

Creator