Brand Management: Research, theory and practice

products are seen as endowed with cultural meaning, but Holt’s theory is more
precise and demanding. He pinpoints the need for addressing certain powerful
cultural issues and contradictions before one is able to create myths that are so
powerful and resonant that the brand becomes iconic.
How Brands Become Iconsis the first comprehensive research on branding in a
cultural perspective. The theory is built from case studies of a selection of
American iconic brands representing different industries, different company
histories, competitive situations and consumer bases. Despite their differences, the
brand icons displayed definitive commonalities that have led to their success.
These success stories are the foundation of the cultural branding model, the theory
of how brands become icons.
A brand icon is an identity brand^7 approaching the identity value of a cultural icon.
An identity brand is a ‘storied’ brand, whose value to consumers (and, thus, its brand
equity) derives primarily from identity value. Identity value is the aspect of a brand’s
value that derives from the brand’s contributions to the self-expression of the
consumer. A cultural icon is a person or thing regarded as a symbol, especially of a
culture or a movement – a person, institution, and so forth – considered worthy of
admiration or respect (definitions, Holt 2004, p. 11). An icon is an exemplary
symbol. The cultural icons are exemplary symbols, resonant to a majority of people
and offering the most potent and relevant solution to the cultural situation of their
time. The same goes for brand icons; they have to address the most general concerns
of the time in the most skilful way. In that sense, they have to perform more repre-
sentative and powerful myths to mainstream culture than the identity brand.

The cultural approach 217

John Wayne, JFK,

Jordan, Rambo, Elvis,

Oprah, Steve Jobs, Jack Welch,

Bruce Springsteen, Martha

Reebok, Pepsi, Saab, Coors,

IBM, Dewars, etc.

Apple, Nike,

Harley, VW,

Coke, Bud

Identity

value

Iconic brands

Identity brands

Cultural icons

Figure 10.5Iconic brands are brands that have become cultural icons; from Holt, How
Brands Become Icons(2004), p. 4, reprinted by permission of Harvard Business School Press,
copyright © 2004 by the Harvard Business School Publishing Corporation; all rights reserved