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How Brands Become Icons: The Principles of Cultural Branding, by D. B. Holt
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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.
- Sales Rank: #390396 in Books
- Published on: 2004-11-01
- Original language: English
- Number of items: 1
- Dimensions: 9.50" h x 6.50" w x 1.25" l,
- Binding: Hardcover
- 288 pages
About the Author
Douglas B. Holt is an Assistant Professor of Marketing at HBS. He is a respected scholar in the marketing arena.
Most helpful customer reviews
0 of 1 people found the following review helpful.
An Important Contribution to Branding Lit
By Carol
This is a serious book for marketers who want to understand the intersection of culture and branding. Brands that become icons speak into a cultural conversation in a relevant way and take on meaning beyond their categories. This book shows how brands like Mountain Dew, Corona, and Coke did it. A very readable and insightful book.
Carol Phillips
[...]
0 of 1 people found the following review helpful.
great shape
By dk
The book I received was in great condition. As a used book, I expected some wear and tear, but no, it was perfect.
0 of 1 people found the following review helpful.
This is very enlightening
By Dixie K.
I love this book already. I have not completed it yet, but the author's findings is far different from normal marketing strategies.
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