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.
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