出版社: Harvard Business Review Press
副标题: The Principles of Cultural Branding
出版年: 2004-11-1
页数: 283
定价: GBP 28.00
装帧: Hardcover
ISBN: 9781578517749
内容简介 · · · · · ·
Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, V...
Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands.
作者简介 · · · · · ·
Douglas B.Holt holds the L’Oréal Chair of Marketing at the University of Oxford. He earned a Ph.D. in Marketing from Northwestern University’s Kellogg School, an M.B.A. from the University of Chicago, and an A.B. from Stanford University. Holt moved to Oxford in 2004, following appointments at Pennsylvania State University, the University of Illinois, and the Harvard Business S...
Douglas B.Holt holds the L’Oréal Chair of Marketing at the University of Oxford. He earned a Ph.D. in Marketing from Northwestern University’s Kellogg School, an M.B.A. from the University of Chicago, and an A.B. from Stanford University. Holt moved to Oxford in 2004, following appointments at Pennsylvania State University, the University of Illinois, and the Harvard Business School. He has published widely on consumption and brands from cultural and sociological perspectives.
目录 · · · · · ·
1 What is an iconic brand?
2 How is cultural branding different?
3 Targeting myth markets
4 Composing the cultural brief
5 Leveraging cultural and political authority
· · · · · · (更多)
1 What is an iconic brand?
2 How is cultural branding different?
3 Targeting myth markets
4 Composing the cultural brief
5 Leveraging cultural and political authority
6 Managing brand loyalty as a social network
7 Coauthoring the myth
8 Advancing the myth
9 Branding as cultural activism
Appendix methods
notes
Selected bibliography
Index
About the author
· · · · · · (收起)
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How Brands Become Icons的书评 · · · · · · ( 全部 6 条 )
哈雷·戴维森的偶像品牌打造之路(内容整理)
这篇书评可能有关键情节透露
哈雷·戴维森,作为一家世界知名的摩托车制造公司,被称为“美国公路的百年传奇”。自创建以来,它经历了种种艰难曲折,最终成为世界上最著名的摩托车品牌,成为美国精神的象征。它在美国人心中的地位,通过流传民间的俗语就可见一斑。如“我骑的不是摩托车,是哈雷”“年轻时... (展开)A rare mind openning marketing book
偶像(文化)品牌塑造方式
后现代主义与定位派的失落
> 更多书评 6篇
论坛 · · · · · ·
在这本书的论坛里发言这本书的其他版本 · · · · · · ( 全部3 )
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商务印书馆 (2010)8.1分 90人读过
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二手市场
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- 在豆瓣转让 有126人想读,手里有一本闲着?
订阅关于How Brands Become Icons的评论:
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0 有用 paranoid 2005-11-05 15:22:37
A Mind-Opening Book, A must read of Marketing Professionals
0 有用 没事就想躲起来 2010-06-17 21:02:48
以前的教材。真的很受用。很好的书
0 有用 香蒲 2020-06-14 12:12:57
Branding as Cultural Activism
0 有用 gongong 2021-01-05 16:10:08
一个摇滚乐迷写的广告书,比广告人多了一点糙男人味儿,我喜欢。
0 有用 爱人类专家 2021-10-29 14:56:16
理想化的品牌哲学书,可惜不适合中国。
0 有用 爱人类专家 2021-10-29 14:56:16
理想化的品牌哲学书,可惜不适合中国。
0 有用 gongong 2021-01-05 16:10:08
一个摇滚乐迷写的广告书,比广告人多了一点糙男人味儿,我喜欢。
0 有用 香蒲 2020-06-14 12:12:57
Branding as Cultural Activism
0 有用 没事就想躲起来 2010-06-17 21:02:48
以前的教材。真的很受用。很好的书
0 有用 paranoid 2005-11-05 15:22:37
A Mind-Opening Book, A must read of Marketing Professionals