How Brands Become Icons The Principles of Cultural Branding

ISBN-10: 1578517745

ISBN-13: 9781578517749

Edition: 2004

Authors: D. B. Holt
List price: $38.00 Buy it from $7.43
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Description: 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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Book details

List price: $38.00
Copyright year: 2004
Publisher: Harvard Business Review Press
Publication date: 11/1/2004
Binding: Hardcover
Pages: 288
Size: 6.50" wide x 9.50" long x 1.25" tall
Weight: 0.550

Preface and Acknowledgments
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
Coauthoring the Myth
Advancing the Myth
Branding as Cultural Activism
Methods
Notes
Selected Bibliography
Index
About the Author
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