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How brands become icons : the principles of cultural branding / Douglas B. Holt.
Material type:
TextLanguage: English Publication details: Boston, Mass. : Harvard Business School Press, c2004. Description: XIII, 265 s. : il. ; 25 cmISBN: 9781578517749; 1578517745Subject(s): Branding (marketing) | Marka (ekonomia) | MarketingOnline resources: Spis treści
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 | Current library | Collection | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Książki
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Biblioteka Uczelniana | Główna | C 339.138 (Browse shelf(Opens below)) | Na miejscu | 33946 |
Bibliogr. Indeks.
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.
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