Download PDF by D. B. Holt: How Brands Become Icons: The Principles of Cultural Branding

By D. B. Holt

ISBN-10: 1578517745

ISBN-13: 9781578517749

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by means of clients extra for what they signify than for what they do, items like those are greater than brands--they are cultural icons. How do managers create manufacturers that resonate so powerfully with shoppers? according to huge old analyses of a few of America's such a lot winning iconic manufacturers, together with ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this booklet offers the 1st systematic version to provide an explanation for how manufacturers develop into icons. Douglas B. Holt indicates how iconic manufacturers create "identity myths" that, via robust symbolism, soothe collective anxieties caused by acute social switch. Holt warns that icons cannot be outfitted via traditional branding concepts, which concentrate on advantages, model personalities, and emotional relationships. as a substitute, he demands a deeper cultural viewpoint on conventional advertising subject matters like concentrating on, positioning, model fairness, and model loyalty--and outlines a particular set of "cultural branding" ideas that may significantly modify how businesses procedure every little thing from business plan to industry examine to hiring and coaching managers. previously, Holt indicates, even the main winning iconic manufacturers have emerged extra by way of instinct and serendipity than by means of layout. With How manufacturers turn into Icons, managers can leverage the foundations in the back of the most winning manufacturers of the final half-century to construct their very own iconic manufacturers. Douglas B. Holt is affiliate professor of promoting at Harvard company School.

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How Brands Become Icons: The Principles of Cultural Branding by D. B. Holt

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