Legendary Brands

Abstract

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