Thanks to visit codestin.com
Credit goes to www.scribd.com

Scribd
Upload
30 views1 page

Holt

Holt (2003) discusses how iconic brands like Apple and Harley-Davidson develop deep cultural connections that are more than just conventional marketing, as brand choice is about the meaning brands provide to consumers' lives. The relationship is active, with the brand and consumer defining each other through the lived experience of consuming the product or brand, shifting cultural authority from firms to consumers.

Uploaded by

MV Sai Kiran
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
30 views1 page

Holt

Holt (2003) discusses how iconic brands like Apple and Harley-Davidson develop deep cultural connections that are more than just conventional marketing, as brand choice is about the meaning brands provide to consumers' lives. The relationship is active, with the brand and consumer defining each other through the lived experience of consuming the product or brand, shifting cultural authority from firms to consumers.

Uploaded by

MV Sai Kiran
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 1

Holt (2003) highlights the mythical dimensions of brands such as Apple and Harley

Davidson, focusing on the iconic symbolism of brands that go beyond a


conventional marketing approach. As he explains, iconic brands evolve not by any
distinctive feature, benefit, or product innovation but because of the deep cultural
connection they develop and nurture, he advocates the importance of embedding
socio-cultural context and consumption within everyday life. Brand choice is about
the meaning that brands bring to consumers' lives, the brand is an active
relationship partner for consumers, emphasizing on the need to recognize the
consumerobject relationship as validated in the lived experience of a particular
product or brand. Through brand consumption, consumers define the brand while
simultaneously the brand defines the consumer. In this way, the cultural authority of
brands is shifting away from the firm and towards the consumer. Through
experiencing a particular brand, consumers come to know what that brand means,
even if that meaning is outside of what marketers might originally intend.

You might also like