More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Book chapter
-
Reference no. 4827BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 16 pages
Topics: Advertising; Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
Share a link: https://casecent.re/p/82362
| No reviews for this item
This product has not been used yet
View our pricing guide or login to see prices.

Abstract

Consumers flock to brands that embody the ideals they admire, brands that help them express who they want be. The most successful of these brands become iconic brands. This chapter outlines several key axioms for building an iconic brand using a cultural branding model - a departure from conventional branding frameworks. This chapter is excerpted from ‘How Brands Become Icons: The Principles of Cultural Branding'.
Book chapter
-
Reference no. 4850BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 33 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4851BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 26 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4852BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 35 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4853BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 40 pages
Topics: Advertising campaigns; Brand equity; Brands; Business history; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4854BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 26 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Loyalty; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4855BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 38 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4856BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 23 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4857BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 16 pages
Topics: Advertising; Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details

About

Abstract

Consumers flock to brands that embody the ideals they admire, brands that help them express who they want be. The most successful of these brands become iconic brands. This chapter outlines several key axioms for building an iconic brand using a cultural branding model - a departure from conventional branding frameworks. This chapter is excerpted from ‘How Brands Become Icons: The Principles of Cultural Branding'.

Related

Book chapter
-
Reference no. 4850BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 33 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4851BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 26 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4852BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 35 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4853BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 40 pages
Topics: Advertising campaigns; Brand equity; Brands; Business history; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4854BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 26 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Loyalty; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4855BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 38 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4856BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 23 pages
Topics: Advertising campaigns; Brand management; Brands; Business history; Marketing strategy; Product positioning
View full details
Book chapter
-
Reference no. 4857BC
Authors: Douglas B Holt (Harvard Business School)
Chapter from: "How Brands Become Icons: The Principles of Cultural Branding"
Published by: Harvard Business Publishing
Published in: 2008
Length: 16 pages
Topics: Advertising; Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning
View full details