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How Brands Become Icons: The Principles of Cultural Branding
by
D.B. Holt
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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AMAZING BOOK! The book reveals the secrets of modern marketing, culture branding and brand-icons. I am fascinated!
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