Leveraging Cultural and Political Authority: A Cultural Model of Brand Equity
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- Synopsis
- For iconic brands, the brand is a symbol so equity is a collective phenomenon rather than a product of a brand's hold on individual customers. The brand becomes renowned for telling certain kinds of stories that are useful in addressing certain social desires and anxieties. Therefore, identity brands succeed when their managers draw on two important assets: cultural authority and political authority.
- Copyright:
- 2004
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/03/16
- 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.