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How Brands Become Icons: The Principles of Cultural Branding
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 D ...more
Hardcover, 288 pages
Published November 1st 2004 by Harvard Business Review Press
(first published August 31st 2004)
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Feb 09, 2014 Bucket rated it 3 of 5 stars
Holt writes about cultural branding (as opposed to mind-share, emotional, and viral branding) through a series of case studies. His premise is that brands become icons, and see amazing success, by using their advertising to create myths and stories that address profound social tensions. He writes about a small group of brands that have (mostly accidentally) succeeded in this, and describes the importance of creative stories, rather than the typical set of brand adjectives, removed from any sort ...more