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Managing Brand Loyalty as a Social Network
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
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Abstract

This chapter uses the case of ESPN to describe the three interdependent constituencies of an iconic brand, and the distinctive network model of brand loyalty that holds such brands together. This chapter is excerpted from ‘How Brands Become Icons: The Principles of Cultural Branding'.
Thumbnail image for product with reference number 4827BC
What Is an Iconic Brand?
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
Thumbnail image for product with reference number 4850BC
How Is Cultural Branding Different?
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
Thumbnail image for product with reference number 4851BC
Targeting Myth Markets: The First Step in Developing a Cultural Branding Strategy
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
Thumbnail image for product with reference number 4852BC
Composing the Cultural Brief: Developing Your Cultural Branding Strategy
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
Thumbnail image for product with reference number 4853BC
Leveraging Cultural and Political Authority: A Cultural Model of Brand Equity
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
Thumbnail image for product with reference number 4855BC
Coauthoring the Myth: Building an Iconic Brand with the Help of the Culture Industries and Populist Worlds
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
Thumbnail image for product with reference number 4856BC
Advancing the Myth: Sustaining an Iconic Brand over Time
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
Thumbnail image for product with reference number 4857BC
Branding as Cultural Activism: An Agenda for Building Iconic Brands
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

This chapter uses the case of ESPN to describe the three interdependent constituencies of an iconic brand, and the distinctive network model of brand loyalty that holds such brands together. This chapter is excerpted from ‘How Brands Become Icons: The Principles of Cultural Branding'.

Related

Thumbnail image for product with reference number 4827BC
What Is an Iconic Brand?
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
Thumbnail image for product with reference number 4850BC
How Is Cultural Branding Different?
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
Thumbnail image for product with reference number 4851BC
Targeting Myth Markets: The First Step in Developing a Cultural Branding Strategy
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
Thumbnail image for product with reference number 4852BC
Composing the Cultural Brief: Developing Your Cultural Branding Strategy
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
Thumbnail image for product with reference number 4853BC
Leveraging Cultural and Political Authority: A Cultural Model of Brand Equity
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
Thumbnail image for product with reference number 4855BC
Coauthoring the Myth: Building an Iconic Brand with the Help of the Culture Industries and Populist Worlds
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
Thumbnail image for product with reference number 4856BC
Advancing the Myth: Sustaining an Iconic Brand over Time
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
Thumbnail image for product with reference number 4857BC
Branding as Cultural Activism: An Agenda for Building Iconic Brands
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