How brands become icons the principles of cultural branding by douglas b holt harvard business school press september 2004 isbn 1578517745 2995 263 ppyour reviewer is usually not a big . Notably holt 2004 introduces the concept of cultural branding as the set of axioms and strategic principles that guide the building of brands into cultural icons p 11 through the . Based on extensive historical analyses of some of americas most successful iconic brands including espn mountain dew volkswagen budweiser and harley davidson this book presents the first systematic model to explain how brands become icons douglas b holt shows how iconic brands create identity myths that through powerful symbolism soothe collective anxieties resulting from acute social change. Based on extensive historical analyses of some of americas most successful iconic brands including espn mountain dew volkswagen budweiser and harley davidson this book presents the first systematic model to explain how brands become icons douglas b holt shows how iconic brands create identity myths that through powerful symbolism soothe collective anxieties resulting from acute social change. Holt d b 2004 how brands become icons the principles of cultural branding from cmgt 555 at university of southern california