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Author Alan Batten , Walter McDowell
In an effort to halt increasing media competition and decreasing audience shares, Branding has become the new mantra among television station and network executives. Branding TV: Principles and Practices second edition goes beyond the jargon of branding to exp....
Release Date 2005/07 -
How Brands Become Icons: The Principles of Cultural Branding
Author D. B. Holt
Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on....
Release Date 2004/11 -
Cyberbranding: Brand Building in the Digital Economy
Author Deirdre Breakenridge
The first complete framework for integrating offline and online marketing!Step-by-step processes for reengineering any brand!Achieving true synergies between online and offline brandsIncludes interviews with the world's leading Internet branding executivesThe Inter....
Release Date 2001/05