bokomslag How Brands Become Icons
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How Brands Become Icons

Douglas B Holt



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  • 288 sidor
  • 2004
iconic brands (ie: coca-cola, volkswagon, corona) have social lives and cultural significance that go well beyond product benefits and features

This book distills the strategies used to create the worlds most enduring brands into a new approach called cultural branding".

Brand identity is more critical than ever today, as more and more products compete for attention across an ever-increasing array of channels. This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.

  • Författare: Douglas B Holt
  • Format: Inbunden
  • ISBN: 9781578517749
  • Språk: Engelska
  • Antal sidor: 288
  • Utgivningsdatum: 2004-10-01
  • Förlag: Harvard Business School Press