How Brands Become Icons: The Principles of Cultural Branding

How Brands Become Icons: The Principles of Cultural Branding

Editorial Reviews
Book 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.

About the Author
Douglas B. Holt is an Assistant Professor of Marketing at HBS. He is a respected scholar in the marketing arena.

How Brands Become Icons: The Principles of Cultural Branding,D. B. Holt,Harvard Business School Press,1578517745,Advertising & Promotion,Brand name products,Business & Economics,Business / Economics / Finance,Business names,Business/Economics,Marketing - General,Popular culture

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