| Description |
x, 321 pages : illustrations ; 24 cm |
| Bibliography |
Includes bibliographical references (pages 309-312) and index. |
| Contents |
All brands are not created equal -- Brand mythology -- Myth and the narrative of legendary brands -- Legendary brands and personal narrative -- Investigating brand narrative -- Crafting brand narrative -- Communicating brand narrative -- Brand culture -- Cobranding, sponsorship, and partnership marketing -- Brand agents -- Nonlinear branding -- Rescuing the troubled brand -- Brand narrative and the body politic -- The dark side of brand mythology. |
| Subject |
Brand name products.
|
|
Brand name products. |
|
Branding (Marketing)
|
|
Branding (Marketing) |
|
Customer relations.
|
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Customer relations. |
| ISBN |
0793155606 |
|
