Book description
Table of contents
- Title Page
- Copyright Page
- Dedication
- Table of Contents
- 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
- Harley-Davidson Genealogy
- Motorcycle Clubs Invent the Outlaw Ethos
- Stage 1: Cultural Texts Stitch the Outlaw Myth to Harley
- The Wild One
- Stage 2: Repackaging the Outlaw as a Reactionary Gunfighter
- Easy Rider
- Harley Becomes an Icon
- Stage 3: Repackaging Gunfighters as Men of Action
- Harley Becomes an Icon, Again
- Coauthoring an Iconic Brand
- CHAPTER 8 - Advancing the Myth
- CHAPTER 9 - Branding as Cultural Activism
- APPENDIX - Methods
- Notes
- Selected Bibliography
- Index
- About the Author
Product information
- Title: How Brands Become Icons: The Principles of Cultural Branding
- Author(s):
- Release date: November 2004
- Publisher(s): Harvard Business Review Press
- ISBN: 9781578517749
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