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005			20251007142638.0
006			m o d
007			cr cnu---unuuu
008			131217s2004 maua ob 001 0 eng d
020			_a9781422163320 _q(electronic bk.)
035			_a(OCoLC)ocn865508700
040			_aN$T _beng _erda _epn _cN$T _dYDXCP _dIDEBK _dOCLCQ _dOCLCA _dEZ9 _dOCLCQ _dYDX _dVLB _dK6U _dUKAHL _dU9X _dOCLCA _dOCLCQ _dOCLCO _dVT2 _dOCLCO _dOCLCQ
041			_aEnglish
050		4	_aHD69.B7 _bH647 2004eb
100			_aHolt, Douglas B _921200
245	1	0	_aHow brands become icons _b: the principles of cultural branding _c/ Douglas B. Holt.
264		1	_aBoston, Mass. : _bHarvard Business School Press, _c[2004]
264		4	_c©2004
300			_a1 online resource (xiii, 265 pages) : _billustrations
504			_aIncludes bibliographical references (pages 245-249) and index.
505	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.
520			_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.
630		0	_a​​MSc Fashion & Luxury Marketing - Branding in the Fashion & Luxury industry​ _926041
630		0	_a​​MSc Fashion & Luxury Marketing - Understanding Fashion & Luxury Markets and customers​ _926039
650		0	_aPopular culture _99678
650		0	_aBranding (Marketing) _2aat _96284
650		0	_aBrand name products _92371
856			_uhttps://bibliotheque.tbs-education.fr/Default/doc/SYRACUSE/3393047/how-brands-become-icons-the-principles-of-cultural-branding-douglas-b-holt
942			_2lcc
999			_c4923 _d4923