How Brands Become Icons: The Principles of Cultural Branding

D. B. Holt

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Updated 2010-03-12

Release: 2004-09

Harvard Business School Press

Pages: 263 (Hardcover)


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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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