How Brands Become Icons

Distills the strategies used to create the world's most enduring brands into a fresh approach called "cultural branding". This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.

Distileaza strategiile utilizate pentru a crea cele mai durabile marci din lume intr-o abordare noua numita ,,branding cultural". Aceasta carte ofera specialistilor de marketing si managerilor o alternativa la strategiile conventionale de branding, care adesea se intorc atunci cand companiile incearca sa creeze marci de identitate.