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|Title:||What makes brands achieve iconic status?|
|Abstract:||We propose that brands do not achieve iconic status by chance. This article focuses on how brands manage iconic status effectively. Drawing on an exploratory study of iconic brands, we identify a brand's ability to inspire consumers and connect with them on a personal level as well as its visual identity and presence in consumers' mind as critical elements of brand status. Consumers' perceptions of a sample of brands were investigated through in-depth interviews, followed by the examination of these brands' activities through case-study analyses. The alignment between brand strategies and the relevant features highlighted by consumers was then assessed. A comprehensive framework for achieving iconicity is presented and discussed.|
|Content Version:||Working Paper|
|Publisher:||Imperial College Business School|
|Series/Report no.:||What makes brands achieve iconic status?|
|Copyright Statement:||© Imperial College Business School, 2009.|
|Appears in Collections:||Imperial College Business School|
Please use this identifier to cite or link to this item: http://hdl.handle.net/10044/1/4219
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