How Is Cultural Branding Different?
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- Synopsis
- While conventional models may work for some branding initiatives, they do not build iconic brands, which, according to the author, have been guided by a set of strategic principles called the cultural branding model. This chapter uses the cases of Corona, Coke, and Snapple to contrast cultural branding with the branding models that dominate business practice today.
- Copyright:
- 2004
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/02/16
- 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.