How Brands Become Icons: The Principles of Cultural Branding

by Дъглас Б. Холт and Douglas B. Holt

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...

• Format: Hardcover
• Language: English
• ISBN: 1578517745
• ISBN13: 9781578517749
• Release Date: November 2004
• Publisher: Harvard Business Review Press
• Length: 288 Pages
• Weight: 1.30 lbs.
• Dimensions: 1.1" x 6.4" x 9.4"