Harley Davidson B1

How Brands Become Icons: The Principles of Cultural Branding (Holt D. B.)(Pevná vazba)

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