Based on extensive historical analyses of some of americas most successful iconic brands including espn mountain dew volkswagen budweiser and harley davidson this book presents the first systematic model to explain how brands become icons douglas b holt shows how iconic brands create identity myths that through powerful symbolism soothe collective anxieties resulting from acute social change holt warns that icons cant be built through conventional branding strategies which . Holt 2004 bases his cultural branding theory on the idea of cultural icons seen as societys foundational compass points anchors of meaning continually referenced in entertainment journalism. Based on extensive historical analyses of some of americas most successful iconic brands including espn mountain dew volkswagen budweiser and harley davidson this book presents the first systematic model to explain how brands become icons douglas b holt shows how iconic brands create identity myths that through powerful symbolism soothe collective anxieties resulting from acute social change holt warns that icons cant be built through conventional branding strategies which . How brands become icons the principles of cultural branding by douglas b holt harvard business school press september 2004 isbn 1578517745 2995 263 ppyour reviewer is usually not a big. Based on extensive historical analyses of some of americas most successful iconic brands including espn mountain dew volkswagen budweiser and harley davidson this book presents the first systematic model to explain how brands become icons douglas b holt shows how iconic brands create identity myths that through powerful symbolism soothe collective anxieties resulting from acute social change holt warns that icons cant be built through conventional branding strategies which