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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
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Abstract

While conventional models may work for some branding initiatives, they do not build iconic brands, which, according to the author, have been guided by a set of strategic principles called the cultural branding model. This chapter uses the cases of Corona, Coke, and Snapple to contrast cultural branding with the branding models that dominate business practice today. This chapter is excerpted from ‘How Brands Become Icons: The Principles of Cultural Branding'.
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
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

While conventional models may work for some branding initiatives, they do not build iconic brands, which, according to the author, have been guided by a set of strategic principles called the cultural branding model. This chapter uses the cases of Corona, Coke, and Snapple to contrast cultural branding with the branding models that dominate business practice today. This chapter is excerpted from ‘How Brands Become Icons: The Principles of Cultural Branding'.

Related

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
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