How brands become icons: the principles of cultural branding
Auteur :
Holt, D. B.
Éditeur :
Harvard Business Review Press
ISBN :
9781578517749
Date de publication :
1 nov. 2004
Dimensions :
21,0 x 15,0 x 2,5 cm
Poids :
584 g
Format :
Cloth over boards
Langue :
Anglais
Pays d'origine :
USA
Distills the strategies used to create the world's most enduring brands into a fresh approach called "cultural branding". This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.