HOW BRANDS BECOME ICONS

Author: DOUGLAS B. HOLT
Publisher:
Publish Date: 2006-09-01
Features: "Iconic brands" (ie: Coca-Cola, Volkswagen, 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.