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. Apart from this, the author has asserted that companies need to follow hybrid strategies to create iconic brands, such as, Apple, Harley, and Coke. The author has given example of BMW, which is a renowned automobile company, by saying that the company focuses on cultural branding along with a conventional focus on quality reputation in order to remain on top. The author has given example of Budweiser advertising in the initial chapters to show the role of advertising and marketing in creating iconic brands. Advertising is the key to success of a product in any particular market. If a company succeeds in creating a positive image about its products in the mind of consumers, the ways towards forming an iconic brand becomes easier. To make a product an important part of the popular culture, companies need to develop and follow such marketing and advertising strategies that can set a high place for the brands in any particular society or culture. In the book, the author has proposed three key principles that validate the creation of an iconic brand. The first principle given by the author is that iconic brands are those which are able to deal with the severe contradictions in society. Iconic brands go beyond the functional benefits by grouping the collective desires of people of the society. Next principle is that iconic brands inject a sense of independence and strength in the mind of consumers. Such words are used in the ads that make a person escape from the realities of life. The last principle is that iconic brands work as status symbols for people. For example, a person owning a BMW car and wearing a Rolex watch is assumed top be a successful person in the society and that perception is usually same all over the world. These are the principles that are mentioned in the book by Douglas Holt that confirm the value of a brand as an iconic brand. The author has used the case studies of some of the most famous iconic brands to support the proposed principles regarding development of iconic brands. The main point raised in the book is that cultural understanding is the factor that plays the most vital role in building an iconic brand. Moreover, it is also
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…
This research paper focuses on the ways and means of sustaining customer loyalty of the brands. This study evaluates the different components and elements that work to build the customer loyalty. It addresses the research question of what exactly is it that results in the loyalty on the part of the customers.
(Uspenskii, 1976, p. 9) Icons thus have an early connection with large scale mural art, designed for places of worship. In later centuries they also acquired a smaller scale application for use in ordinary houses, and even in miniature, as a kind of talisman or token of the faith.
For this reason, it is just appropriate that discussion on iconic brands is made to go with materiality. In the opinion of Miller (2008), materiality concerns the “mutual constitution that takes place between people and the stuff they consume.” This is to imply that materiality is an inner force that serves as compulsive stimuli in getting people to toll a particular line of purchase (Merlin, 2001).
Education comes from the Latin word ‘educere’ meaning ‘to draw out’ The role of teachers should have been to motivate children to willingly reveal their talents and capabilities. But in the actual world of formal education, teachers impose what they want children to learn and utilize policies capable of compelling them to absorb whatever knowledge and skills are presented to them.
Douglass, who was a voice for social justice, was a prominent abolitionist of his time who resiliently advocated for women’s suffrage. Douglass was born as Fredrick Augustus Washington Bailey to a white father and an African slave mother. Douglass grew up in slavery in Tuckahoe in Maryland.
News from the media is influential as most of them concern the human life. That is why great news events are what broadcasters would want to offer as they are in high demand. However, there are also other human events that are becoming integral parts of daily life which would no longer create remarkable impact or special response.
Ability to achieve results: In order to achieve the desired results, a successful manager applies a variety of techniques. The first objective should be to set an achievable objective and make it known to the people he is managing so that everything is very clear from the very beginning.
As a result some products are selling better, than the other ones. The effectiveness of marketing depends not only on the rational usage of marketing tools, but on the accordance of the product to a certain market, how well it fits to the market demand. Bringing this product to the market of consumers and creating not only a short-term, but a long-term consumer preference to a given brand among the competitors is an important task of marketing.