How brands become icons : 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 world's 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.

The book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.