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Library of Congress Cataloging-in-Publication Data

Holt, Douglas B.

How brands become icons: the principles of cultural branding / Douglas B. Holt.

p. cm.

Includes bibliographical references and index.

9781422163320

1. Brand name products. 2. Business names. 3. Popular culture. I. Title.

HD69.B7H647 2003

658.8′27—dc22

2004002697

The paper used in this publication meets the requirements of the American National Standard for Permanence of Paper for Publications and Documents in Libraries and Archives Z39.48-1992.