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 ...
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 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.
Read Less
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $4.76, good condition, Sold by ThriftBooks-Reno rated 5.0 out of 5 stars, ships from Reno, NV, UNITED STATES, published 2004 by Harvard Business Review Press.
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $4.76, very good condition, Sold by ThriftBooks-Baltimore rated 4.0 out of 5 stars, ships from Halethorpe, MD, UNITED STATES, published 2004 by Harvard Business Review Press.
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $4.76, good condition, Sold by ThriftBooks-Baltimore rated 4.0 out of 5 stars, ships from Halethorpe, MD, UNITED STATES, published 2004 by Harvard Business Review Press.
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $5.00, very good condition, Sold by HPB Inc. rated 4.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2004 by Harvard Business Review Press.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Very good. Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority!
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $8.76, very good condition, Sold by Goodwill of Silicon Valley rated 5.0 out of 5 stars, ships from San Jose, CA, UNITED STATES, published 2004 by Harvard Business Review Press.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Supports Goodwill of Silicon Valley job training programs. The cover and pages are in very good condition! The cover and any other included accessories are also in very good condition showing some minor use. The spine is straight there are no rips tears or creases on the cover or the pages.
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $9.99, very good condition, Sold by HPB-Diamond rated 4.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2004 by Harvard Business Review Press.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Very good. Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority!
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $9.99, very good condition, Sold by Half Price Books Inc rated 4.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2004 by Harvard Business Review Press.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Very good. Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority!
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $10.00, like new condition, Sold by Peninsula FOL rated 5.0 out of 5 stars, ships from Palos Verdes Estates, CA, UNITED STATES, published 2004 by Harvard Business Review Press.
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $11.20, good condition, Sold by SurplusTextSeller rated 5.0 out of 5 stars, ships from Columbia, MO, UNITED STATES, published 2004 by Harvard Business Review Press.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Good. Ships same day or next business day! UPS shipping available (Priority Mail for AK/HI/APO/PO Boxes). Used sticker and some writing and/or highlighting. Used books may not include working access code. Used books will not include dust jackets.
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $12.49, good condition, Sold by FirstClassBooks rated 4.0 out of 5 stars, ships from Little Rock, AR, UNITED STATES, published 2004 by Harvard Business Review Press.
