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How brands become icons: the principles of cultural branding

Hardcover • 2004

How brands become icons: the principles of cultural branding

By Douglas Carlton Abrams

9 Ratings • 4.6 of 5

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About the book

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 ic...Show more

Book details

ISBN

9781578517749

Published year

2004

Language

Original title

How brands become icons: the principles of cultural branding

Format

Hardcover

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Reviews · 0

9 Ratings • 4.6 of 5

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