Branding as Cultural Activism: An Agenda for Building Iconic Brands

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Synopsis
To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, and they must hire and train cultural activists, rather than stewards of brand essence.
Copyright:
2004

Book Details

Book Quality:
Publisher Quality
Publisher:
Harvard Business Publishing
Date of Addition:
Copyrighted By:
HBS Press
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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