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How Brands Become Icons
D. B. Holt
€ 37.99
€ 34.37
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Description for How Brands Become Icons
Hardcover. Distills the strategies used to create the world's most enduring brands into a fresh approach called "cultural branding". This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands. Num Pages: 288 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 240 x 159 x 25. Weight in Grams: 624.
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 ... Read more
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 ... Read more
Product Details
Publisher
Harvard Business School Publishing United States
Number of pages
288
Format
Hardback
Publication date
2004
Condition
New
Number of Pages
288
Place of Publication
, United States
ISBN
9781578517749
SKU
V9781578517749
Shipping Time
Usually ships in 4 to 8 working days
Ref
99-2
About D. B. Holt
Douglas B. Holt is an Assistant Professor of Marketing at HBS. He is a respected scholar in the marketing arena.
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