How Brands Become Icons: The Principles of Cultural Branding

ISBN-13: 9781578517749 / Angielski / Twarda / 2004 / 288 str.

Douglas B. Holt

Opis

Based on an extensive examination of the historical records of legendary iconic brands, Holt (marketing, Oxford University) demonstrates that brands become icons not by highlighting unique features, but by addressing acute cultural contradictions with myths conveyed through advertising. He builds a new cultural branding model that revises core mark