Holt_How to Build an Iconic Brand.pdf (original) (raw)

Iconic brands are crucial in shaping cultural narratives and personal identities through the myths they create around their products. This paper explores the concept of 'myth economy' where brands serve as modern myths, assisting consumers in organizing their understanding of the world. It discusses a theory of social conditions necessary for building iconic brands, supported by historical examples from successful American and European brands. Ultimately, it emphasizes that successful branding must reflect cultural contexts and societal values rather than merely abstract benefit descriptions.