Iconic brands possess specific characteristics which differ them from other well-known brands in our daily life. Gaining iconic status can translate in becoming a more powerful brand and is therefore top priority on the list of every marketer. Though, the rather low number of iconic brands proves that changing a brand into an icon is not something that is easily done.
First of all, the brand has to address desires, anxieties or cultural tensions existing in a society. In that way, people will feel a strong connection between the brand and themselves. Then, they have to create a myth that allows people to escape reality: answer their desires and leave their anxieties behind. Finally, after a period of time the brand becomes the myth. The people will associate the brand with a lot more than the product it represents, it becomes an icon. To further increase the awareness of the brand, marketers can also think of an easily recognizable design for the logo of the product.
Eline Van Lombeek
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