How Brands Become Icons

"Iconic brands" (ie: Coca-Cola, Volkswagon, Corona) have social lives and cultural significance that go well beyond product benefits and featuresThis book distills the strategies used to create the world's most enduring brands into a new approach called "cultural branding".Brand identity is more critical than ever today, as more and more products compete for attention across an ever-increasing array of channels. This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.

Douglas B. Holt is the L'Oreal Chair of Marketing at Oxford University.