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- How Brands Become Icons: The Principles of Cultural Branding, (Hardcover)
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Numéro d'article:
34268351
How Brands Become Icons: The Principles of Cultural Branding, (Hardcover)
Numéro d'article:
34268351
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Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons.
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Ce qui se démarque
Cultural Relevance
Brands become icons by embedding themselves in culture, aligning their values with social movements and trends, which fosters a deep emotional connection with the target audience.
Innovative Marketing
Iconic brands leverage innovative marketing strategies, utilizing storytelling and memorable campaigns that resonate with consumers, creating lasting impressions and loyalty.
Consistency and Quality
Maintaining high-quality standards and consistent messaging across all platforms ensures that iconic brands build trust, fostering long-term relationships with consumers and differentiating from competitors.
Détails du produit
- 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.
| Book format | Hardcover |
| Fiction/nonfiction | Non-Fiction |
| Genre | Business & Investing |
| Publication date | November, 2004 |
| Pages | 288 |
| Reading level | Professional & Vocational |
| Subgenre | Marketing |
| Series title | No Series |
| Edition | 1 |
| Publisher | Harvard Business Review Press |
| Original languages | English |
| Language | English |
| Is collectible | N |
| Binding type | Case Binding |
| Recording time | 0 min |
| Retail packaging | Single Piece |
| Assembled product dimensions (l x w x h) | 6.42 x 1.08 x 9.40 in (16.3 x 2.7 x 23.9 cm) |
| Assembled product weight | 1.24 lb (560 grams) |
| Bisac subject heading | Business & Economics |
À qui est-ce destiné ?
-
Marketing Professionals
Ideal for marketers seeking insights into brand development and strategies to elevate their brand's status.
-
Business Students
Beneficial for students studying branding and marketing, offering real-world examples of iconic brands and their journeys.
-
Entrepreneurs
Valuable for entrepreneurs looking to create memorable brands, providing key lessons from iconic brands' successes.
-
Casual Readers
Not suitable for those seeking light or casual reading; it’s more focused on in-depth branding analysis.
-
Financial Analysts
May not appeal to financial analysts focused strictly on numerical data rather than branding concepts.
-
Technical Experts
Not ideal for those in technical fields seeking detailed technical content over branding strategies.
DESCRIPTION DU PRODUIT
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Questions et réponses des clients
-
question:
What are some examples of cultural icons?
répondre: Coca-Cola, Harley-Davidson, Nike, and Budweiser are mentioned as examples of cultural icons -
question:
How can managers create brands that resonate with consumers?
répondre: By leveraging a deeper cultural perspective and the principles outlined in the book -
question:
What is the main thesis of the book?
répondre: The book presents a systematic model for how brands become icons through the creation of identity myths and powerful symbolism
D B Holt All Books Editorial Review
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€ 28
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Nos meilleurs partenaires logistiques
Livraison transfrontalière la plus rapide
Caractéristiques et avantages
- Products like Coca-Cola, Harley-Davidson, Nike, and Budweiser are cultural icons
- Managers can create brands that resonate powerfully with consumers
- Conventional branding strategies are not effective in building icons
- A deeper cultural perspective is needed for successful branding
- The book presents a systematic model to explain how brands become icons
- Managers can leverage the principles behind successful brands to build their own iconic brands
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