Legendary brands [Recurso electrónico] : unleashing the power of storytelling to create a winning marketing strategy / Laurence Vincent.

By: Vincent, Laurence
Material type: TextText; Format: electronic available online remotePublisher: Chicago : Dearborn Trade Pub., c2002Description: x, 321 p. : ill. ; 24 cmSubject(s): Brand name products -- Marketing | Brand name products | Customer relationsAdditional physical formats: No titleDDC classification: 658.8/27 Online resources: Texto completo Available also in a print edition.
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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.

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Available also in a print edition.

Electronic reproduction. Boston, MA : Safari, 2002. Available via World Wide Web.

Modo de acceso: World Wide Web.

Made available through: Safari Books Online, LLC.

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