How Brands Become Icons: The Principles of Cultural Branding (Hardcover)

by D. B. Holt (Author) "FROM NELSON MANDELA TO RONALD REAGAN, from Steve Jobs to Sam Walton, from Oprah Winfrey to Martha Stewart, from Michael Jordan to Muhammad Ali, from..." (more)
Key Phrases: iconic brands, redneck myth, populist world, United States, African American, Wall Street (more...)

Editorial Reviews

Product Description

The First Systematic Strategy for Building Iconic Brands

Coca-Cola. Harley-Davidson. Nike. 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. 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. 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.

About the Author
Douglas B. Holt is the L’Oreal Chair of Marketing at Oxford University.

Product Details

• Hardcover: 263 pages
• Publisher: Harvard Business School Press (September 2004)
• Language: English
• ISBN-10: 1578517745
• ISBN-13: 978-1578517749
• Product Dimensions: 9.2 x 6.5 x 1 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars See all reviews (7 customer reviews)
• Amazon.com Sales Rank: #36,902 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

24 of 27 people found the following review helpful:

1.0 out of 5 stars Dissapointment, February 2, 2006

By	N. Karaoglu - See all my reviews (REAL NAME)

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!

6 of 7 people found the following review helpful:

4.0 out of 5 stars Surprisingly Important Book, November 8, 2005

By	Grace Everett "Grace" (Vermont) - See all my reviews

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.

2 of 3 people found the following review helpful:

4.0 out of 5 stars Great - even the most successful iconic brands have emerged more by intuition than by design., August 17, 2005

By	K. Groop (Helsinki, Finland) - See all my reviews (REAL NAME)

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.