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. $0.99, good condition, Sold by ZBK Books rated 4.0 out of 5 stars, ships from Woodland Park, NJ, UNITED STATES, published 2004 by Harvard Business Review Press.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Used book in good and clean conditions. Pages and cover are intact. Limited notes marks and highlighting may be present. May show signs of normal shelf wear and bends on edges. Item may be missing CDs or access codes. May include library marks. Fast Shipping.
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $2.40, like new 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. $2.40, very 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. $2.40, good condition, Sold by ThriftBooks-Atlanta rated 5.0 out of 5 stars, ships from Brownstown, MI, UNITED STATES, published 2004 by Harvard Business Review Press.
Add this copy of How Brands Become Icons: the Principles of Cultural to cart. $2.40, 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. $2.40, like new condition, Sold by ThriftBooks-Dallas rated 4.0 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. $2.40, very good condition, Sold by ThriftBooks-Dallas rated 4.0 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. $2.40, 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. $2.40, good condition, Sold by ThriftBooks-Dallas rated 4.0 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. $2.91, fair condition, Sold by Goodwill of Orange County rated 5.0 out of 5 stars, ships from Santa Ana, 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:
Fair. This is a USED book, it is subject to external and interior wear including, underlining, highlighting, annotations, water damage, minor scuffs and tears. This is a donated book accepted as is. Stickers and sticker residue on the cover should be expected, as well as spine wear from use. There are NO codes or disc(s) included. All items ship Monday-Friday within 2-3 business days. Thank you for supporting Goodwill of OC.
