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How Brands Become Icons: The Principles of Cultural Branding
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| List Price: | £20.99 |
| Price: | £14.69 & eligible for FREE Super Saver Delivery on orders over £15. Details |
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Product Description
“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.
Product Details
- Amazon Sales Rank: #45617 in Books
- Published on: 2004-10-01
- Original language: English
- Number of items: 1
- Binding: Hardcover
- 263 pages
Editorial Reviews
About the Author
Douglas B. Holt is an Assistant Professor of Marketing at HBS. He is a respected scholar in the marketing arena.
Customer Reviews
Real life examples, not guess work
So many marketing books are full of waffle.
One idea made to last 350 pages is so common place it makes you wonder if the best marketing trick was infact the one created to make you buy the book in the first place.
This is one of the few exceptions.
Using real world examples Holt makes the case for cultural resonance as the 'new way' of making marketing stick.
Well worth reading if you are interested or in the world of design, branding or advertising.
