How Brands Become Icons: The Principles of Cultural Branding
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Updated 2008-11-21
Release: 2004-09
Harvard Business School Press
Pages: 263 (Hardcover)
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| .fr (third) |
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| .de (third) |
€20.22 |
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¥2762 |
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$45.02 |
buy! |
| .com (third) |
$17.87 |
$17.87 |
$3.99 |
$21.86 |
buy! |
| .ca (third) |
C$25.28 |
$19.73 |
$7.79 |
$27.51 |
buy! |
| .co.uk (used) |
£23.90 |
$35.81 |
$10.46 |
$46.27 |
buy! |
| .fr (used) |
€40.86 |
$51.49 |
$13.74 |
$65.23 |
buy! |
| .de (used) |
€16.25 |
$20.48 |
$19.53 |
$40.01 |
buy! |
| .co.jp (used) |
¥3795 |
$40.09 |
$15.84 |
$55.93 |
buy! |
| .com (used) |
$16.74 |
$16.74 |
$3.99 |
$20.73 |
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| .ca (used) |
C$52.69 |
$41.11 |
$7.79 |
$48.90 |
buy! |
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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