||1 of 2 people found the following review helpful.| An Important Contribution to Branding Lit|By Carol|This is a serious book for marketers who want to understand the intersection of culture and branding. Brands that become icons speak into a cultural conversation in a relevant way and take on meaning beyond their categories. This book shows how brands like Mountain Dew, Corona, and Coke did it. A very readable and insightful b|About the Author|Douglas B. Holt is an Assistant Professor of Marketing at HBS. He is a respected scholar in the marketing arena.
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 ... [PDF.to07] How Brands Become Icons: The Principles of Cultural Branding Rating: 4.93 (575 Votes)
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You easily download any file type for your device.How Brands Become Icons: The Principles of Cultural Branding | D. B. Holt. A good, fresh read, highly recommended.
