Hardcover
Distills the strategies used to create the world’s most enduring brands into a fresh approach called “cultural branding”. This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.
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How Brands Become Icons
The Principles of Cultural Branding
RRP$67.99
$51.84
- Hardcover
288 pages
- Release Date
31 October 2004
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Summary
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 beco…
Book Details
| ISBN-13: | 9781578517749 |
|---|---|
| ISBN-10: | 1578517745 |
| Author: | D.B. Holt |
| Publisher: | Harvard Business Review Press |
| Imprint: | Harvard Business Review Press |
| Format: | Hardcover |
| Number of Pages: | 288 |
| Release Date: | 31 October 2004 |
| Weight: | 584g |
| Dimensions: | 165mm x 238mm |
A-Format111 × 178 mm
B-Format130 × 198 mm
C-Format153 × 234 mm
165 × 238 mm
A4210 × 297 mm
mm / in
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About The Author
D.B. Holt
Douglas B. Holt is an Assistant Professor of Marketing at HBS. He is a respected scholar in the marketing arena.
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