How brands become icons : the principles of cultural branding - Holt, Douglas B.; Harvard Business School Press (Boston, Mass. : Harvard Business School Press, 2004)
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.
Bibliogr. Indeks.
Keywords: Branding (marketing); Marka (ekonomia); Marketing