How Brands Become Icons: The Principles of Cultural Branding : the principles of cultural branding

iconic brands (ie: coca-cola, volkswagon, corona) have social lives and cultural significance that go well beyond product benefits and features This book distills the strategies used to create the worlds most enduring brands into a new approach called cultural branding". Brand identity is more critical than ever today, as more and more products compete for attention across an ever-increasing array of channels. This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.