How Brands Become Icons: The Principles Of Cultural Branding D B Holt Harvard Business Review Press Αγγλικά Βιβλία Economics & Finance And Management

Coca-Cola Harley-Davidson Nike Budweiser Valued By Customers More For What They Symbolize Than Do Products Like These Are Brands--They Cultural Icons How Managers Create Brands That Resonate So Powerfully With Consumers? Based On Extensive Historical Analyses Of Some America\ S Most Successful Iconic Including Espn Mountain Dew Volkswagen And This Book Presents The First Systematic Model To Explain Become Douglas B Holt Shows \ Identity Myths\ Through Powerful Symbolism Soothe Collective Anxieties Resulting From Acute Social Change Warns Can\ T Be Built Conventional Branding Strategies Which Focus Benefits Brand Personalities Emotional Relationships Instead He Calls A Deeper Perspective Traditional Marketing Themes Targeting Positioning Equity Loyalty--And Outlines Distinctive Set Branding\ Principles Will Radically Alter Companies Approach Everything Strategy Market Research Hiring Training Until Now Even Have Emerged Intuition Serendipity Design Can Leverage Behind Last Half-Century Build Their Own Is Associate Professor At Harvard Business School Σελίδες: 288 Διαστάσεις: 16 5X16 5Cm