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Hardcover How Brands Become Icons: The Principles of Cultural Branding Book

ISBN: 1578517745

ISBN13: 9781578517749

How Brands Become Icons: The Principles of Cultural Branding

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Format: Hardcover

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Book Overview

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...

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