{"product_id":"153639639_product","title":"D.B. Holt - How Brands Become Icons : The Principles of Cultural Brand","description":"New Store Stock\u003cbr\u003e\u003cstrong\u003eAbout this Item\u003c\/strong\u003e\u003cbr\u003e\u003cbr\u003eThe item is a book Hardback\u003cbr\u003eThe Author Name is D.B. Holt\u003cbr\u003eThe Title is How Brands Become Icons : The Principles of Cultural Branding\u003cbr\u003e\u003cbr\u003eCondition New\u003cbr\u003e\u003cbr\u003eOther Comments\u003cbr\u003eNew Store Stock\u003cbr\u003eContent Language - English                       \r\u003cbr\u003eCategory - BUSINESS \u0026amp; ECONOMICS \/ Marketing \/ General\u003cbr\u003e\u003cbr\u003e\u003cbr\u003eProduct Description -\u003cbr\u003eCoca-Cola. Harley-Davidson. Nike.\r\n\r\n 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.\r\n\r\n 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.\r\n\r\n 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.\r\n\r\n Douglas B. Holt is associate professor of Marketing at Harvard Business School.\u003cbr\u003e\u003cp\u003eWhen possible we will add details of the items we are selling to help buyers know what is included in the item for sale. The details are provided automatically from our central master database and can sometimes be wrong.\u003c\/p\u003e\n\n\u003cp\u003eBooks are released in many editions and variations, such as standard edition, re-issue, not for sale, promotional, special edition, limited edition, and many other editions and versions.  The Book you receive could be any of these editions or variations. If you are looking for a specific edition or version please contact us to verify what we are selling.\u003c\/p\u003e\n\n\u003cp\u003e \u003c\/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eGift Ideas\u003c\/strong\u003e\u003cbr\u003e\nThis is a great gift idea.\u003c\/p\u003e\n\n\u003cp\u003e \u003c\/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eHours of Service\u003c\/strong\u003e\u003cbr\u003e\nWe have many warehouses, some of the warehouses process orders seven days a week, but the Administration Support Staff are located at a head office location, outside of the warehouses, and typically work only Monday to Friday.\u003c\/p\u003e\n\u003cbr\u003eLocation ID 245z\u003cbr\u003e\u003cbr\u003eiHaveit SKU ID 174055705\u003cbr\u003e\u003cbr\u003e","brand":"Harvard Business Review Press","offers":[{"title":"Default Title \/ unisex","offer_id":45325165068532,"sku":"174055705","price":26.31,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/ihaveitmarketplace.com\/products\/153639639_product","provider":"iHaveit","version":"1.0","type":"link"}