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How Brands Become Icons : The Principles of Cultural Branding - D. B. Holt

How Brands Become Icons

The Principles of Cultural Branding

Hardcover

Published: 1st November 2004
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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.

Preface and Acknowledgmentsp. ix
What Is an Iconic Brand?p. 1
How Is Cultural Branding Different?p. 13
Targeting Myth Marketsp. 39
Composing the Cultural Briefp. 63
Leveraging Cultural and Political Authorityp. 95
Managing Brand Loyalty as a Social Networkp. 131
Coauthoring the Mythp. 155
Advancing the Mythp. 189
Branding as Cultural Activismp. 209
Methodsp. 223
Notesp. 231
Selected Bibliographyp. 245
Indexp. 251
About the Authorp. 265
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9781578517749
ISBN-10: 1578517745
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 288
Published: 1st November 2004
Publisher: Harvard Business Review Press
Country of Publication: US
Dimensions (cm): 23.9 x 16.6  x 3.18
Weight (kg): 0.56