TY  - BOOK
AU  - Holt,Douglas B
TI  - How brands become icons: the principles of cultural branding 
SN  - 9781578517749
AV  - HD 69.B7 H647.2004
PY  - 2004///,
CY  - Boston, Mass.
PB  - Harvard Business School Press
KW  - Brand name products
KW  - Productos de nombre comercial
KW  - Branding (Marketing)
KW  - Productos de marca registrada (Mercadotecnia)
KW  - Business names
KW  - Razón social
KW  - Popular culture
KW  - Cultura popular
N1  - 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
ER  -