Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your email address or mobile phone number.

Qty:1
  • List Price: $38.00
  • Save: $12.71 (33%)
FREE Shipping on orders over $35.
Only 9 left in stock (more on the way).
Ships from and sold by Amazon.com. Gift-wrap available.
How Brands Become Icons: ... has been added to your Cart
Condition: Used: Very Good
Comment: Book looks great inside & out. Slight wear on edges and covers; Eligible for FREE Super Saving Shipping! Fast Amazon shipping plus a hassle free return policy mean your satisfaction is guaranteed! Tracking number provided with every order.
Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 3 images

How Brands Become Icons: The Principles of Cultural Branding Hardcover – November 1, 2004

4.1 out of 5 stars 13 customer reviews

See all 2 formats and editions Hide other formats and editions
Price
New from Used from
Kindle
"Please retry"
Hardcover
"Please retry"
$25.29
$14.00 $6.05

"Narconomics"
Based on seven years of reporting from over a dozen countries, writer Tom Wainwright takes you on an extraordinary journey into the business of being a drug lord. Learn more.
$25.29 FREE Shipping on orders over $35. Only 9 left in stock (more on the way). Ships from and sold by Amazon.com. Gift-wrap available.

Frequently Bought Together

  • How Brands Become Icons: The Principles of Cultural Branding
  • +
  • Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
  • +
  • Chief Culture Officer: How to Create a Living, Breathing Corporation
Total price: $70.23
Buy the selected items together


Editorial Reviews

About the Author

Holt is assistant professor in the department of marketing at the University of Wisconsin-Madison.
NO_CONTENT_IN_FEATURE

Image
Looking for the Audiobook Edition?
Tell us that you'd like this title to be produced as an audiobook, and we'll alert our colleagues at Audible.com. If you are the author or rights holder, let Audible help you produce the audiobook: Learn more at ACX.com.

Product Details

  • Hardcover: 288 pages
  • Publisher: Harvard Business Review Press (November 1, 2004)
  • Language: English
  • ISBN-10: 1578517745
  • ISBN-13: 978-1578517749
  • Product Dimensions: 1.2 x 6.5 x 9.5 inches
  • Shipping Weight: 1.3 pounds (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #334,994 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Top Customer Reviews

By NK78 on February 2, 2006
Format: Hardcover
I am very surprised with the rave reviews of this book here. I decided to purchase it for two reasons. First, I trusted the reviews here and decided it would be important to own this book. Second, I am familiar with Douglas Holt's academic work, and have read his articles in academic journals. I thought this book will be very interesting to read.

I am dissapointed mainly because I find that the book does not tell me something original. Instead what Douglas Holt keeps saying in this book is that building an iconic brand is possible by focusing on culture not products. His argument is not convincing, especially when he tries to disprove other forms of brand building: tradition, cultural and emotional. If I have a brand new product, can I still build an icon? Is it advantageous to have an iconic brand? What are the downside of it? These are not talked about in the book.

Another problem is that he keeps repeating the same argument again and again. It gets very boring after a few pages only.

What a disappointment!
1 Comment 37 of 47 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
I'm no business-head. I find modern consumerism more disturbing than exciting. But I read this book as part of a study on public relations and I must say Holt's passion for the subject is contagious.

First of all, his writing style is superb. He alternates nicely between anecdotes, charts and philosophy, allowing all sorts of minds to grasp just what he's saying. His ideas were bold and insightful, and he helped me to understand what a craft marketing really is.

I sometimes felt his connections were just that - his connections - but a lot of his ideas rang true, and for the most part his evidence was well, evident.

What I found most impressive was his aknowledgement of all the sexism in marketing. Perhaps it's a bit of sexism on my part, but I hadn't expected a man to pick up on all the overt and covert misogyny inherent in the advertising world. Holt not only saw it, he understood how it connected with the greater social and political environment surrounding it.

How Brands Become Icons should be required reading for every high school student in the country. And that's the first time I've said that. Holt's grasp of the subject goes beyond branding, into the heart of American culture, into the minds of the American people. This is not just a how-to book. It's an important book of why.
Comment 10 of 13 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
This is an excellent book! Douglas B. Holt gives a cultural perspective to branding which is not that trivial to all managers. The book also presents historical analyses on brands like Mountain Dew, Corona, Volkswagen, and many others. The clear message is that iconic brands can't be created through conventional branding strategies, instead there is a need for a cultural perspectice to branding.
Comment 3 of 4 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
This was a total waste of time. Think Like A Rock Star is the best book out there on marketing. This man still teaches at Harvard? I tried hard to get into this book but it was not possible. Sorry.
Comment 1 of 1 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover Verified Purchase
This is a serious book for marketers who want to understand the intersection of culture and branding. Brands that become icons speak into a cultural conversation in a relevant way and take on meaning beyond their categories. This book shows how brands like Mountain Dew, Corona, and Coke did it. A very readable and insightful book.

Carol Phillips
[...]
Comment 0 of 1 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
The author points out correctly in my opinion how culture matters. In other words, in order for a brand to be relevant it must have social currency...which means cultural relevancy.
Comment 0 of 1 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
This book is a great read (skim the overdone examples) but read for the structures Holt puts in place and the comparisons he makes to previous branding POVs.
Comment 0 of 1 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Set up an Amazon Giveaway

Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more
How Brands Become Icons: The Principles of Cultural Branding
This item: How Brands Become Icons: The Principles of Cultural Branding
Price: $25.29
Ships from and sold by Amazon.com

Want to discover more products? Check out these pages to see more: moving labor services, branding ideas, bobo bourgeois bohemian