How to build an iconic brand

Brand nirvana is to build an icon - to create a brand like Coke, Harley or Nike that generates huge market value over long periods because it serves as a container for cultural ideals.

How To Build An Iconic Brand

Douglas HoltHarvard Business School


The 'mind-share' branding model took off in the US in the 1970s. In a series of articles in Advertising Age later expanded into the best-selling book Positioning: The Battle for...