D. B. Holt

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolise than for what they do, products like these are more than brands—they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this...