000			02162nam a22002177a 4500
999			_c185 _d185
005			20190824115815.0
008			190824b ||||| |||| 00| 0 eng d
020			_a9781578517749
082			_a658.827 _bHOL
100			_aHolt, Douglas B. _9405
245			_aHow brands become icons: the principles of cultural branding
260			_bHarvard Business Review Press _aBoston _c2004
300			_axiii, 265 p.
365			_aINR _b2200.00
520			_aCoca-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.
650			_aPopular culture _9406
650			_aBrand name products _9335
650			_aBusiness names _9407
650			_aBranding (Marketing) _9408
942			_2ddc _cBK