03539cam a2200349 i 45000010009000000050017000090060019000260070015000450080041000600200036001010350024001370400134001610410012002950500025003071000027003322450089003592640060004482640011005083000057005195040067005765050308006435201545009516300096024966300107025926500026026996500036027256500030027618560146027919420008029379520229029459990015031741664645620251007142638.0m     o  d        cr cnu---unuuu131217s2004    maua    ob    001 0 eng d  a9781422163320q(electronic bk.)  a(OCoLC)ocn865508700  aN$TbengerdaepncN$TdYDXCPdIDEBKdOCLCQdOCLCAdEZ9dOCLCQdYDXdVLBdK6UdUKAHLdU9XdOCLCAdOCLCQdOCLCOdVT2dOCLCOdOCLCQ  aEnglish 4aHD69.B7bH647 2004eb  aHolt, Douglas B92120010aHow brands become icons b: the principles of cultural branding c/ Douglas B. Holt. 1aBoston, Mass. :bHarvard Business School Press,c[2004] 4c©2004  a1 online resource (xiii, 265 pages) :billustrations  aIncludes bibliographical references (pages 245-249) and index.0 aWhat 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.  aCoca-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. 0a​​MSc Fashion & Luxury Marketing - Branding in the Fashion & Luxury industry​ 926041 0a​​MSc Fashion & Luxury Marketing - Understanding Fashion & Luxury Markets and customers​ 926039 0aPopular culture99678 0aBranding (Marketing)2aat96284 0aBrand name products92371  uhttps://bibliotheque.tbs-education.fr/Default/doc/SYRACUSE/3393047/how-brands-become-icons-the-principles-of-cultural-branding-douglas-b-holt  2lcc  00102lcc4070aTBSbTBSd2025-09-08l0r2025-09-08t1uhttps://bibliotheque.tbs-education.fr/Default/doc/SYRACUSE/3393047/how-brands-become-icons-the-principles-of-cultural-branding-douglas-b-holtw2025-09-08yEBOOKzebook  c4923d4923