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How Brands Become Icons: The Principles of Cultural Branding (Hardcover)

by Douglas B Holt (Author) "FROM NELSON MANDELA TO RONALD REAGAN, from Steve Jobs to Sam Walton, from Oprah Winfrey to Martha Stewart, from Michael Jordan to Muhammad Ali, from..." (more)

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Product details

Hardcover: 263 pages
Publisher: Harvard Business School Press (1 Oct 2004)
Language English
ISBN-10: 1578517745
ISBN-13: 978-1578517749
Product Dimensions: 23.4 x 16.4 x 2.6 cm

Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 81,211 in Books (See Bestsellers in Books)

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Product Description

Product Description
“Iconic brands” (ie: Coca-Cola, Volkswagon, Corona) have social lives and cultural significance that go well beyond product benefits and features

This book distills the strategies used to create the world’s most enduring brands into a new approach called “cultural branding".

Brand identity is more critical than ever today, as more and more products compete for attention across an ever-increasing array of channels. This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.

About the Author
Douglas B. Holt is an Assistant Professor of Marketing at HBS. He is a respected scholar in the marketing arena.

Inside This Book (Learn More)

First Sentence
FROM NELSON MANDELA TO RONALD REAGAN, from Steve Jobs to Sam Walton, from Oprah Winfrey to Martha Stewart, from Michael Jordan to Muhammad Ali, from Andy Warhol to Bruce Springsteen, from John Wayne to Woody Allen, cultural icons dominate our world. Read the first page

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	81% buy the item featured on this page: How Brands Become Icons: The Principles of Cultural Branding 5.0 out of 5 stars (1) �18.69
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2 of 2 people found the following review helpful:

5.0 out of 5 stars Real life examples, not guess work, 28 Nov 2006

By	Simon Manchipp "Simon Manchipp" (UK) - See all my reviews (REAL NAME)

So many marketing books are full of waffle.

One idea made to last 350 pages is so common place it makes you wonder if the best marketing trick was infact the one created to make you buy the book in the first place.

This is one of the few exceptions.

Using real world examples Holt makes the case for cultural resonance as the 'new way' of making marketing stick.

Well worth reading if you are interested or in the world of design, branding or advertising.

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