How Brands Become Icons The Principles of Cultural Branding
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Auteur:
D. B. Holt
D. B. Holt
- Engels
- Hardcover
- 9781578517749
- 01 november 2004
- 288 pagina's
Samenvatting
Distills the strategies used to create the world's most enduring brands into a fresh approach called "cultural branding". This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.
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.
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.
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Inhoud
- Taal
- en
- Bindwijze
- Hardcover
- Oorspronkelijke releasedatum
- 01 november 2004
- Aantal pagina's
- 288
- Illustraties
- Nee
Betrokkenen
- Hoofdauteur
- D. B. Holt
- Tweede Auteur
- D. B. Holt
- Hoofduitgeverij
- Harvard Business Review Press
Overige kenmerken
- Editie
- illustrated edition
- Extra groot lettertype
- Nee
- Product breedte
- 163 mm
- Product hoogte
- 27 mm
- Product lengte
- 239 mm
- Studieboek
- Ja
- Verpakking breedte
- 166 mm
- Verpakking hoogte
- 30 mm
- Verpakking lengte
- 241 mm
- Verpakkingsgewicht
- 591 g
EAN
- EAN
- 9781578517749
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