How brands become icons : the principles of cultural branding /
Iconic brands have social lives and cultural significance that go well beyond product benefits and features. This book distills the strategies used to create the world's most enduring brands into a new approach called 'cultural branding'.
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| Format: | Book |
| Language: | English |
| Published: |
Boston, Mass. :
Harvard Business School Press,
[2004]
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| Subjects: | |
| Online Access: | Table of contents |