How Brands Become Icons : The Principles of Cultural Branding by D.B. Holt (Author) Format:Hardback 288 pages Publisher:Harvard Business Review Press Imprint:Harvard Business Review Press ISBN:9781578517749 Published:1 Nov 2004 Classifications:Sales & marketing Readership:Professional & Vocational Weight:640g Dimensions:240 x 159 x 25 (mm) Pub. Country:United States Description Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they ... 展开完整描述 ▼
How Brands Become Icons : The Principles of Cultural Branding
by D.B. Holt (Author)
Format:Hardback 288 pages
Publisher:Harvard Business Review Press
Imprint:Harvard Business Review Press
ISBN:9781578517749
Published:1 Nov 2004
Classifications:Sales & marketing
Readership:Professional & Vocational
Weight:640g
Dimensions:240 x 159 x 25 (mm)
Pub. Country:United States
Description
Coca-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.
