How Brands Become Icons: The Principles of Cultural Branding

How Brands Become Icons: The Principles of Cultural Branding

How Brands Become Icons: The Principles of Cultural Branding

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by clients more for what they symbolize than for what they are doing, treatments like these are over brands–they are cultural icons. How do managers create brands which resonate thus powerfully with customers? Based about extensive historic analyses of a few of America’s many lucrative iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, plus Harley-Davidson, this book presents the initial systematic model to explain how brands become ic

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