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 ...
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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.
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Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $1.46, very good condition, Sold by Dream Books Co. rated 5.0 out of 5 stars, ships from Denver, CO, UNITED STATES, published 2004 by Harvard Business Review Press.
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Very good. Pages are clean with no markings. May show minor signs of wear or cosmetic defects marks cuts bends or scuffs on the cover spine pages or dust jacket. May have remainder marks on edges.
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $1.46, good condition, Sold by Zoom Books East rated 5.0 out of 5 stars, ships from Glendale Heights, IL, UNITED STATES, published 2004 by Harvard Business Review Press.
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Book is in very good condition and may include minimal underlining highlighting. The book can also include From the library of labels. May not contain miscellaneous items toys dvds etc. We offer 100% money back guarantee and 24 7 customer service.
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The item is in good condition and works perfectly, however it is showing some signs of previous ownership which could include: small tears, scuffing, notes, highlighting, gift inscriptions, and library markings.
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $2.45, very good condition, Sold by ThriftBooks-Atlanta rated 5.0 out of 5 stars, ships from Austell, GA, UNITED STATES, published 2004 by Harvard Business Review Press.
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Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $2.45, very good condition, Sold by ThriftBooks-Dallas rated 5.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2004 by Harvard Business Review Press.
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $2.45, good condition, Sold by ThriftBooks-Dallas rated 5.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2004 by Harvard Business Review Press.
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Fair. This item is in overall acceptable condition. Covers and dust jackets are intact but may have heavy wear including creases, bends, edge wear, curled corners or minor tears as well as stickers or sticker-residue. Pages are intact but may have minor curls, bends or moderate to considerable highlighting/ writing. Binding is intact; however, spine may have heavy wear. Digital codes may not be included and have not been tested to be redeemable and/or active. A well-read copy overall. Please note that all items are donated goods and are in used condition. Orders shipped Monday through Friday! Your purchase helps put people to work and learn life skills to reach their full potential. Orders shipped Monday through Friday. Your purchase helps put people to work and learn life skills to reach their full potential. Thank you!
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $2.49, very good condition, Sold by newlegacybooks rated 5.0 out of 5 stars, ships from Annandale, NJ, UNITED STATES, published 2004 by Harvard Business Review Press.
