How Brands Become Icons
How Brands Become Icons
By Douglas B. Holt
Chapter 2: How Is Cultural Branding Different?
“…To learn how cultural branding works requires setting aside conventional thinking and developing a new mind-set. To seed this mind-set, I begin with three short case studies in which I contrast cultural branding with the three branding models that dominate business practice today…”
Read mini-case histories about Corona, Coke and Snapple by viewing the book excerpt now.
Reprinted by permission of Harvard Business School Press. Excerpted from How Brands Become Icons by Douglas B. Holt. Copyright 2004 Harvard Business School Publishing Corporation; All Rights Reserved.
Douglas B. Holt
Copyright © 2004 Harvard Business School Publishing Corporation. All rights reserved.
