Douglas Holt - how brands become icons

Douglas Holt - how brands become icons Essay example
Masters
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Marketing
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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…

Introduction

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. ...
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