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How brands become icons : the principles of cultural branding / Douglas B. Holt.
Tipo de material:
TextoEditor: Boston, Mass. : Harvard Business School Press, 2004Fecha de copyright: ©2004Descripción: xiii, 265 páginas : ilustraciones ; 25 cmTipo de contenido: - texto
- sin mediación
- volumen
- 9781578517749
- 1578517745
- HD 69.B7 H647.2004
Contenidos:
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.
| Tipo de ítem | Biblioteca actual | Colección | Signatura topográfica | Copia número | Estado | Fecha de vencimiento | Código de barras | |
|---|---|---|---|---|---|---|---|---|
| Libros | Biblioteca Francisco Xavier Clavigero Acervo | Acervo General | HD 69.B7 H647.2004 (Navegar estantería(Abre debajo)) | ej. 1 | Disponible | UIA165069 |
Incluye referencias bibliográficas (páginas 245-249) e índice.
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.
