TY  - BOOK
AU  - Holt, Douglas B
TI  - How brands become icons : : the principles of cultural branding 
SN  - 9781422163320
AV  - HD69.B7 H647 2004eb
PY  - 2004///]
CY  - Boston, Mass.
PB  - Harvard Business School Press
KW  - ​​MSc Fashion & Luxury Marketing - Branding in the Fashion & Luxury industry​
KW  - ​​MSc Fashion & Luxury Marketing - Understanding Fashion & Luxury Markets and customers​
KW  - Popular culture
KW  - Branding (Marketing)
KW  - aat
KW  - Brand name products
N1  - Includes bibliographical references (pages 245-249) and index; What is an iconic brand? — How is cultural branding different? — Targeting myth markets — Composing the cultural brief — Leveraging cultural and political authority — Managing brand loyalty as a social network — Co-authoring the myth — Advancing the myth — Branding as cultural activism
N2  - 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
UR  - https://bibliotheque.tbs-education.fr/Default/doc/SYRACUSE/3393047/how-brands-become-icons-the-principles-of-cultural-branding-douglas-b-holt
ER  -