ESCP Europe

Item type

Book

Language

anglais

Pages

xiii, 265 p.

Publication year

2004

ISBN

1-57851-774-5

Content notes

1. What is an iconic brand? --- 2. How is cultural branding different? --- 3. Targeting myth markets --- 4. Composing the cultural brief --- 5. Leveraging cultural and political authority --- 6. Managing brand loyalty as a social network --- 7. Coauthoring the myth --- 8. Advancing the myth --- 9. Branding as cultural activism --- Appendix. Methods.

"Stories of iconic brands like Coca-Cola, Harley-Davidson, and Volkswagen have become part of marketing lore. But Douglas B. Holt argues that these widely circulated stories miss the mark. Based on an extensive examination of the historical records of legendary iconic brands, Holt presents an entirely different model that will have significant implications for branding strategy. In this eye-opening book, Holt demonstrates that brands become icons not by highlighting unique features and benefits, but by staking out a provocative and valued position in the national culture. Iconic brands address acute cultural contradictions-and the widespread desires and anxieties they create-by 'performing' myths. These simple stories, usually conveyed through powerful advertising, smooth over cultural contradictions and help people feel better about their identities." - from book jacket.

1. What is an iconic brand? --- 2. How is cultural branding different? --- 3. Targeting myth markets --- 4. Composing the cultural brief --- 5. Leveraging cultural and political authority --- 6. Managing brand loyalty as a social network --- 7. Coauthoring the myth --- 8. Advancing the myth --- 9. Branding as cultural activism --- Appendix. Methods..