November 2004
Intermediate to advanced
288 pages
7h 42m
English
Content preview from How Brands Become Icons: The Principles of Cultural Branding
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Table of Contents
Title Page
Copyright Page
Dedication
Preface and Acknowledgments
CHAPTER 1 - What Is an Iconic Brand?
CHAPTER 2 - How Is Cultural Branding Different?
CHAPTER 3 - Targeting Myth Markets
CHAPTER 4 - Composing the Cultural Brief
CHAPTER 5 - Leveraging Cultural and Political Authority
CHAPTER 6 - Managing Brand Loyalty as a Social Network
CHAPTER 7 - Coauthoring the Myth
CHAPTER 8 - Advancing the Myth
CHAPTER 9 - Branding as Cultural Activism
APPENDIX - Methods
Notes
Selected Bibliography
Index
About the Author
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