Douglas Holt - how brands become icons - Essay Example

Only on StudentShare

Extract of sample
Douglas Holt - how brands become icons

Followers are the consumers who value a brand the most. Next are insiders who are somewhat critical to a brand. The author has linked the success of a brand with the cultural understanding of consumers while discussing the theory for the development of iconic brands. Douglas Holt has given some valuable suggestions for development of the branding strategy. The suggestions are based on the in-depth study of the historical records of some key iconic brands, such as, Harley-Davidson, BMW, and Coca Cola. One of the main points that Holt has raised in the book is that brands do not become icons by focusing only on the benefits and functions; rather the more important thing in this regard is to create a valuable place for the brand in the national culture. The author has come up with a new branding model named ‘cultural branding’. Cultural branding is a phenomenon that is applicable to a range of categories in which consumers adopt the use of products as things which can express their identities. Some prime examples of cultural branding are also discussed in the book that can be used to express consumer identity. Some of the main examples include famous places, politicians, musicians, cartoon characters, famous heroes and heroines, and sports stars. ...
Download paper

Summary

DOUGLAS HOLT - HOW BRANDS BECOME ICONS [Your name goes here] [Your class name goes here] [Due date of the paper] How Brands Become Icons: The Principles of Cultural Branding This book is mainly about the value of cultural branding and the principles underlying this concept…
Author : kautzernatasha

Related Essays

How to Sustain Customer Loyalty towards Brands
The researcher states that brand loyalty is the final objective a company sets for a branded merchandise. The importance of brand loyalty cannot be underestimated due to the fact that as brand loyalty increases, the vulnerability to the competitive actions is reduced which is very important in the cut-throat competitive era of today. The customer’s adherence to a particular brand increases the market value of the brand and helps the organization to have a competitive edge over the rivals. The brand loyalty also provides confidence among the organizations to launch a new product and to get...
71 pages (17821 words) Essay
Customer attitude towards change in brands' ownership in the automotive industry and how it affects car purchase intentions.
The paper tells that with the continued elevation of completion within the current global marketplace because of globalization, introduction of new products has turned out to be a highly risky venture. One factor facilitating such high levels of risk is the implausible high cost of creating brands for product (new products), which can exceed 100 million dollars in some cases. Thus, firms are resulting into line extensions, brand extensions, as well as other new strategies of products, which allow their leveraging of the existing trademark equity with their relatively new products as a measure...
19 pages (4769 words) Literature review
Brand identity and communication strategies: how IKEA become a popular brand in China
Entailed in the rapid economic progress and growth of China is the country’s great potential for investment opportunities (Lauffs and Tan 2001). With a population of 1.3 billion, a steadily rising income level, a solid economy and a widening middle class (Weber, Wang and Ying 2009), China’s strong position in the global economic market, both as a player and market, continue to be heralded as a great opportunity and a myriad of challenges (Li et al. 2006). The present research will look into the phenomenal popularity of IKEA in China and will analyse how IKEA, a foreign brand, has achieved...
60 pages (15060 words) Dissertation
Research of China's Luxury Goods Market- How Chinese Enterprises Get out From "Made in China" to Create Domestic Luxury brands
Recently, however, with an increased spending power among Chinese consumers along with reduced government restrictions, luxury brands from foreign countries have experienced the pressure of strengthening their commitment to Chinese mainland to maintain competitive advantage and avoid losing to rivals. Luxury is a subjective concept that is constantly developing, hence its varied definitions. Nonetheless, luxury has typically been used to characterize a state of great comfort or a desirable item (Park, Rabolt, and Jeon 2008). Luxury brands significantly differ from others in such a way that...
20 pages (5020 words) Dissertation
Materiality of Brands that are Iconic for Russia
Most often than not, the stimuli behind materiality that eventually succeeds in getting people make purchase is the desire to satisfy one’s self quest in a way that he or she feels better expressed of his or her identity (Leingbridge, 2003). Iconic brand on the other hand has to do with promotion of a particular brand to reach a level that can be tagged as a brand of national popularity. Drawing the relation between materiality and iconic brand, Holt (2004) explains that “consumers flock to brands that embody the ideals they admire, brands that help them express who they want be. The most...
3 pages (753 words) Essay
Differentiating Brands
However, they are the ones trying to keep up with the large brand nowadays, and it is through different strategies that they aim to realize their lost glory. Some individuals may say that Google is at a place where losing its market to some of its competition is next to impossible (Scott, 2008). This paper will examine three of Google’s main competitors, and find out if any of the strategies being implemented can work to topple the giant. Google, with regards to its competition, may have a difficult time trying to maintain the top position in terms of market share. Microsoft, Yahoo, and...
3 pages (753 words) Essay
brands and branding
According to Burberry, the founder of the company he said that the company was established to help the young people realize their dreams through innovation and engage in creativity thus making life bearable to them. Marketing strategies used by Burberry The marketing strategies of the company are focused at providing provide value to the customers through the products and the type of information concerning the products that are in the market. Retail marketing Retail marketing has been commonly used by the company. As one of marketing strategies, it has the capability to make the company to be...
10 pages (2510 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!