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

By:

Holt, Douglas B [Author]

Material type: Text

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781422163320

Subject(s):

Genre/Form:

Electronic Books.

LOC classification:

HD69 .H693 2004

Online resources:

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Available additional physical forms:

Contents:

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.

Subject: 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'.

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Holdings
Item type	Current library	Collection	Call number	URL	Status	Date due	Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)	G. Allen Fleece Library ONLINE	Non-fiction	HD69.7 (Browse shelf(Opens below))	Link to resource	Available		ocn865508700

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Previous	HD69.54 Time smart : how to reclaim your time and live a happier life /	HD69.54 10 ways to productivity /by Andy Boon.	HD69.7 Kids and branding in a digital world /Barrie Gunter.	HD69.7 How brands become icons : the principles of cultural branding /	HD69.7 Private Label Strategy	HD69.75 Project planning and project success : the 25% solution /	HD69.75 PERSPECTIVES IN PROJECT MANAGEMENT : a selection of masters degree research.	Next

Includes bibliographies 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.

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'.

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