Chapter 2: How Is Cultural Branding Different?
"...To learn how cultural branding works requires setting aside
conventional thinking and developing a new mind-set. To seed this mind-set,
I begin with three short case studies in which I contrast cultural branding
with the three branding models that dominate business practice today..."
Read mini-case histories about Corona, Coke and Snapple
by downloading the book excerpt now.
Download Chapter 2>>
(pdf - 118KB)
Reprinted by permission of Harvard Business School Press. Excerpted from
How Brands Become Icons by Douglas B. Holt. Copyright 2004 Harvard
Business School Publishing Corporation; All Rights Reserved.
Douglas B. Holt
Copyright © 2004 Harvard Business School Publishing Corporation. All rights reserved.