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How Brands Become Icons: The Principles of Cultural Branding

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  • ADAMS, TONY

Abstract

How Brands Become Icons: The Principles of Cultural Branding by Douglas B. Holt, Harvard Business School Press, September 2004, ISBN: 1578517745, $29.95, 263 pp.Your reviewer is usually not a big fan of “academic†business books. But let's dispense with suspense here—your reviewer find's Dr. Holt's new book to be a must read—for practitioners as well as academics, for new-product marketers as well as advertising folks. Depending on your brand and product category, you very well may want to add a new section to your positioning statement and a new column to your creative brief—a cultural brief.

Suggested Citation

  • Adams, Tony, 2005. "How Brands Become Icons: The Principles of Cultural Branding," Journal of Advertising Research, Cambridge University Press, vol. 45(2), pages 282-283, June.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:02:p:282-283_00
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