• How Brands Become Icons: The Principles of Cultural Branding See large image

    How Brands Become Icons: The Principles of Cultural Branding (Hardback) By (author) D. B. Holt

    Hard to find title available from Book Depository

    $25.19 - Save $15.05 37% off - RRP $40.24 Free delivery worldwide Available
    Dispatched in 2 business days
    When will my order arrive?
    Add to basket | Add to wishlist |

    DescriptionCoca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.


Other books

Other people who viewed this bought | Other books in this category
Showing items 1 to 10 of 10

 

Reviews | Bibliographic data
  • Full bibliographic data for How Brands Become Icons

    Title
    How Brands Become Icons
    Subtitle
    The Principles of Cultural Branding
    Authors and contributors
    By (author) D. B. Holt
    Physical properties
    Format: Hardback
    Number of pages: 288
    Width: 164 mm
    Height: 234 mm
    Thickness: 26 mm
    Weight: 599 g
    Language
    English
    ISBN
    ISBN 13: 9781578517749
    ISBN 10: 1578517745
    Classifications

    BIC E4L: BUS
    B&T Merchandise Category: GEN
    B&T Book Type: NF
    Nielsen BookScan Product Class 3: S4.3
    B&T Modifier: Region of Publication: 01
    B&T Modifier: Subject Development: 20
    LC subject heading:
    BIC subject category V2: KJS
    LC subject heading:
    B&T Modifier: Subject Development: 10
    B&T General Subject: 180
    Ingram Subject Code: BE
    Libri: I-BE
    B&T Modifier: Academic Level: 02
    BISAC V2.8: BUS002000, BUS043000
    DC22: 658.8/27
    LC subject heading:
    DC22: 658.827
    Warengruppen-Systematik des deutschen Buchhandels: 17860
    LC subject heading: , , ,
    LC classification: HD69.B7 H647 2004, HD69.B7 H6
    Publisher
    Harvard Business Review Press
    Imprint name
    Harvard Business Review Press
    Publication date
    01 November 2004
    Publication City/Country
    Boston, MA
    Author Information
    Douglas B. Holt is an Assistant Professor of Marketing at HBS. He is a respected scholar in the marketing arena.