How Brands Become Icons: The Principles of Cultural Branding
- ISBN-10
- 1578517745
- ISBN-13
- 9781578517749
- Category
- Business & Economics
- Pages
- 265
- Language
- English
- Published
- 2004
- Publisher
- Harvard Business Press
- Author
- Douglas B. Holt
Description
“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.
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Other editions
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- 2004-09-15
- 263 pages
- Ebook
- Harvard Business Press
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