How Brands Become Icons (3, 2004) | D. B. Holt

Harvard Business Review Press

Salg og marketing > Erhvervsliv, virksomheder og ledelse > Økonomi, finans, erhvervsliv og ledelse ,

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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 consumer…