Legendary Brands

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

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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)
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Product details

  • Hardback | 325 pages
  • 165.1 x 226.06 x 25.4mm | 612.35g
  • Kaplan Business
  • Chicago, United States
  • English
  • 0793155606
  • 9780793155606

Rating details

23 ratings
3.73 out of 5 stars
5 26% (6)
4 35% (8)
3 30% (7)
2 4% (1)
1 4% (1)
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