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How Brands Become Icons - D.B. Holt
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9, ISBN: 9781422163320

ID: 100859781422163320

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 ic 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. Marketing & Sales, Business & Finance, How Brands Become Icons~~ D.B. Holt~~Marketing & Sales~~Business & Finance~~9781422163320, en, How Brands Become Icons, D.B. Holt, 9781422163320, Harvard Business Review Press, 09/15/2004, , , , Harvard Business Review Press, 09/15/2004

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How Brands Become Icons - Harvard Business Review Press
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2004, ISBN: 9781422163320

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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. 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. eBooks, Business, Finance & Law~~Business and Management~~Sales & Marketing, How Brands Become Icons~~EBook~~9781422163320~~ D.B. Holt, , How Brands Become Icons, D.B. Holt, 9781422163320, Harvard Business Review Press, 09/15/2004, , , , Harvard Business Review Press

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How Brands Become Icons : The Principles of Cultural Branding - Carol Kuntz
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ISBN: 9781422163320

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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.; EPUB \ Carol Kuntz; Business,Finance and Law > Business & management > Sales & marketing, Center for Strategic & International Studies

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How Brands Become Icons: The Principles of Cultural Branding - D. B. Holt
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D. B. Holt,NOOK Book (eBook), English-language edition,Pub by Harvard Business Review Press on 09-15-2004 EBooks Books ~~ Business & Economics~~ Marketing ~~ General How-Brands-Become-Icons~~D-B-Holt Harvard Business Review Press

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How Brands Become Icons - Holt, Holt
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The Principles of Cultural Branding, The Principles of Cultural Branding, [KW: PDF ,BUSINESS ECONOMICS , MARKETING , GENERAL ,BUSINESS , ECONOMICS , FINANCE] <-> <-> PDF ,BUSINESS ECONOMICS , MARKETING , GENERAL ,BUSINESS , ECONOMICS , FINANCE

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