How Brands Become Icons

How Brands Become Icons

By Douglas Holt
Harvard Business School Press November 2004

Specifications

ISBN-13
9781578517749
Publisher
Harvard Business School Press
Publication
November 2004
Format
Hardback , 288 pages
Jurisdiction
International ? Countri(es) for reference only

Details

'Iconic brands' (ie: Coca-Cola, Volkswagon, Corona) have social lives and cultural significance that go well beyond product benefits and features

This book distills the strategies used to create the world's most enduring brands into a new approach called 'cultural branding".

Brand identity is more critical than ever today, as more and more products compete for attention across an ever-increasing array of channels. This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.
 

About the Author

Douglas B. Holt is an Assistant Professor of Marketing at HBS. He is a respected scholar in the marketing arena.

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