Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Market Strategy

Laurence Vincent

Informasi Umum

Kode

23.21.396

Klasifikasi

658.827 - Use of brands and trademarks, Business names, Producer and distributor brands

Jenis

Buku - Elektronik (E-Book)

Subjek

Brand, Brand Management,

No. Rak

22

Dilihat

210 kali

Informasi Lainnya

Abstraksi

Vincent, a chief strategic officer in a marketing agency, describes legendary brands as brands whose popularity is rooted in emotion, identity, and personal philosophy. He asserts that legendary brands such as American Express, Apple, and Harley-Davidson forge bonds with consumers through narratives and myths, and shows how marketers and brand managers can learn to think like storytellers by understanding the narrative cycle that binds consumers to the brand. Annotation c. Book News, Inc., Portland, OR (booknews.com)