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- catalog abstract "Brands that become cultural icons are guided by principles diametrically opposed to conventional wisdom in marketing. These principles are today unknown to managers because they are ensconced in what I call the mind share model of branding. Mind share abstracts from culture and history, leading to brands that have little relevance in the culture. I use a case study of Snapples' rise to iconic stature in the early Nineties to demonstrate the fundamental culture share principles that are required to build icons. I developed these principles by conducting brand genealogies of many of the most powerful icons of postwar American history. I argue that, to create cultural value, brand strategies must be grounded in history and culture rather than abstracted exercises in defining essences and personalities.".
- catalog contributor b12964332.
- catalog contributor b12964333.
- catalog created "c2003.".
- catalog date "2003".
- catalog date "c2003.".
- catalog dateCopyrighted "c2003.".
- catalog description "Brands that become cultural icons are guided by principles diametrically opposed to conventional wisdom in marketing. These principles are today unknown to managers because they are ensconced in what I call the mind share model of branding. Mind share abstracts from culture and history, leading to brands that have little relevance in the culture. I use a case study of Snapples' rise to iconic stature in the early Nineties to demonstrate the fundamental culture share principles that are required to build icons. I developed these principles by conducting brand genealogies of many of the most powerful icons of postwar American history. I argue that, to create cultural value, brand strategies must be grounded in history and culture rather than abstracted exercises in defining essences and personalities.".
- catalog extent "[18] p.".
- catalog isPartOf "Working paper (Harvard Business School. Division of Research) ; 03-200.".
- catalog isPartOf "Working paper / Division of Research, Harvard Business School ; 03-200".
- catalog issued "2003".
- catalog issued "c2003.".
- catalog language "eng".
- catalog publisher "[Boston] : Division of Research, Harvard Business School,".
- catalog subject "Brand loyalty.".
- catalog subject "Fruit juice industry Case studies.".
- catalog title "From mind share to culture share : how Snapple became an icon / Douglas B. Holt.".
- catalog type "text".