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Icons Are Inclusive: Iconic Brands
Icons Are Inclusive: Iconic Brands
Icons Are Inclusive: Iconic Brands
afforded great admiration or respect.An iconic brands is recognizable not because it has invested in decades of heavy marketing spent,but because it delivers a powerful brand experirnce that is founded in the brands purpose.
http://www.bizcommunity.com/Article/196/82/85644.html
Rooted in Culture
1. Iconic brands address acute contradictions in society. By tapping into a collective desire or anxiety, iconic brands develop a status that transcends functional benefits. They challenge people, either directly or subtly, to reconsider accepted thinking and behavior. The famous Coca-Cola ad from 1971, Id Like to Teach the World to Sing,voiced a desire to overcome the deep divisions in American society created by the Vietnam War. 2. Iconic brands develop identity myths that address these desires and anxieties. By creating imaginary worlds, they offer escape from everyday reality.The Marlboro man represents the values of theWestern frontier: strong, independent and capable.
3. Over time, the brand comes to embody the myth.It becomes a shorthand symbol that represents far more than just a brand of soft drink, cigarette,or car. While there are now many expensive watches to choose from, Rolex still symbolizes success and status around the world
MillwardBrown_IconicBrands_Sep07.pdf
The Red Cross: universally associated with medicine and saving lives
"Iconic brands are universal in what they represent," argues Andra Oprisan, strategist at Saffron Consultants. "Some of us have never interacted with the Red Cross, yet we perfectly know what it stands for and how it changes people's lives across the world. We are able to recognise its logo anywhere."
http://www.creativebloq.com/branding/most-iconic-brands-11121149
2. Apple
Apple's iconic logo is instantly recognisable without the name. "It embodies all the company's principles," says Benson
It would have been inconceivable not to include Cupertino's finest on this list. "It's a truly great brand because it's become synonymous with innovation and outstanding design," says Paula Benson, partner at Form. "Its brand values permeate through absolutely everything, from usability to design to language to packaging to retail stores."
"Apple has large revenues but only a very small number of products," Benson says. "The real hallmark is care."
http://www.creativebloq.com/branding/most-iconic-brands-11121149
Designed by Ferdinand Porsche in the 1930s with the aim of becoming a genuineVolkswagen (Peoples car), the VW Beetle (Kafer) is probably the longest-lived car model in history. Strangely enough, the car acquired its true iconic status in America.
MINI brand has been revamped following its acquisition by BMW and the new models sell very well. Again, due to the iconic status acquired by the original model, buyers have to pay a premium price if they want to purchase a MINI.
http://tolnaitranslations.com/2012/08/14/cultural-iconic-brandssome-examples-from-the-auto-industry/
http://www.millwardbrown.com/Global/Blog/Post/2012-03-07/IsOreo-an-iconic-brand.aspx
ICONIC BRANDS
THANK YOU
SUBMITTED TO Prof.Sujata Khandai SUBMITTED BY Archana Yadav PGDM 2011-13 Sec A