Vincent, Laurence.

Legendary brands unleashing the power of storytelling to create a winning marketing strategy / [Recurso electrónico] : Laurence Vincent. - Chicago : Dearborn Trade Pub., c2002. - x, 321 p. : ill. ; 24 cm.

Includes bibliographical references (p. 309-312) and index.

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.

Restringido a usuarios de la UCA

Electronic reproduction.
Boston, MA :
Available via World Wide Web.

Modo de acceso: World Wide Web.

Made available through: Safari Books Online, LLC.

Brand name products--Marketing.
Brand name products.
Customer relations.


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