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How Brands Become Icons - The Principles of Cultural Branding (Hardcover)
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How Brands Become Icons - The Principles of Cultural Branding (Hardcover)
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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.
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