| 청구기호 |
HD69.B7 .H647 2004 |
| 형태사항 |
xiii, 265 p. : ill. ; 25 cm.
|
| 언어 |
English |
| 서지주기 |
Includes bibliographical references (p. 245-249) and index.
|
| 내용 |
What is an iconic brand? -- How is cultural branding different? -- Targeting myth markets -- Composing the cultural brief -- Leveraging cultural and political authority -- Managing brand loyalty as a social network -- Co-authoring the myth -- Advancing the myth -- Branding as cultural activism.
|
| 주제 |
Brand name products.
Business names.
Popular culture.
|
| LCCN |
2004002697
|
| ISBN |
1578517745
|
