How Brands Become Icons: The Principles of Cultural Branding

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9781578517749: How Brands Become Icons: The Principles of Cultural Branding
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Reseña del editor:

“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.

Biografía del autor:

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

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Holt, D. B.
Publicado por Harvard Business Review Press (2004)
ISBN 10: 1578517745 ISBN 13: 9781578517749
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Descripción Harvard Business Review Press, 2004. Hardcover. Condición: New. Nº de ref. del artículo: mon0000181064

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D. B. Holt
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Descripción Harvard Business Review Press, United States, 2004. Hardback. Condición: New. Language: English . Brand New Book. 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 to explain how brands become icons. Douglas B. Holt shows how iconic brands create identity myths that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can t be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of cultural branding principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School. Nº de ref. del artículo: AAC9781578517749

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D. B. Holt
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Descripción Harvard Business Review Press, United States, 2004. Hardback. Condición: New. Language: English . Brand New Book. 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 to explain how brands become icons. Douglas B. Holt shows how iconic brands create identity myths that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can t be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of cultural branding principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School. Nº de ref. del artículo: AAC9781578517749

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D. B. Holt
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Descripción Harvard Business Review Press, United States, 2004. Hardback. Condición: New. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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 to explain how brands become icons. Douglas B. Holt shows how iconic brands create identity myths that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can t be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of cultural branding principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School. Nº de ref. del artículo: BTE9781578517749

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Douglas B. Holt
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Descripción Hardcover. Condición: New. Hardcover. 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 .Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 265 pages. 0.562. Nº de ref. del artículo: 9781578517749

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Descripción Paperback. Condición: New. 284 pages. 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 Americas most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create identity myths that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons cant be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of cultural branding principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Nº de ref. del artículo: 9781578517749

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D. B. Holt (author)
Publicado por Harvard Business Review Press 2004-11-01, Boston, Mass. :|London (2004)
ISBN 10: 1578517745 ISBN 13: 9781578517749
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Descripción Harvard Business Review Press 2004-11-01, Boston, Mass. :|London, 2004. hardback. Condición: New. Nº de ref. del artículo: 9781578517749

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D. B. Holt
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Descripción Harvard Business Review Press, 2004. Hardcover. Condición: New. Nº de ref. del artículo: DADAX1578517745

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