How Brands Become Icons
The Principles of Cultural Branding
(Harvard Business Review Press)
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"Iconic brands" (ie: Coca-Cola, Volkswagon, Corona) have social lives and cultural significance that go well beyond product benefits and features. This book distills the strategies used to create the world's most enduring brands into a new approach called "cultural branding". Brand identity is more critical than ever today, as more and more products compete for attention across an ever-increasing array of channels. The book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.
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