How Brands Become Icons: The Principles of Cultural Branding

by Дъглас Б. Холт and Douglas B. Holt

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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...

Format:Hardcover

Language:English

ISBN:1578517745

ISBN13:9781578517749

Release Date:November 2004

Publisher:Harvard Business Review Press

Length:288 Pages

Weight:1.35 lbs.

Dimensions:1.1" x 6.4" x 9.4"

Related Subjects

Accounting Accounting & Finance Advertising Business Business & Investing Economics Marketing Marketing & Sales

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How Brands Become Icons: The Principles of Cultural Branding

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