Legendary brands : unleashing the power of storytelling to create a winning marketing strategy

Legendary brands unleashing the power of storytelling to create a winning marketing strategy

Detalles Bibliográficos
Autor principal: Vincent, Laurence (-)
Formato: Libro
Idioma:Inglés
Publicado: Chicago : Dearborn Trade Pub cop. 2002
Materias:
Mercancías > Marketing.
Marcas comerciales > Marketing.
Gestión de empresas.
Ver en Universidad de Navarra:https://unika.unav.edu/discovery/fulldisplay?docid=alma991000617309708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es
Tabla de Contenidos:
  • 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

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