Iconic Brand12

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ICONIC BRANDS

The oxford English Dictionary defines an icon as “A person or thing regarded

as a representative symbol of a culture,movement,etc;someone or something

afforded great admiration or respect”.An iconic brands is recognizable notbecause it has invested in decades of heavy marketing spent,but because itdelivers a powerful brand experirnce that is founded in the brand’s purpose.

ICONS ARE INCLUSIVE

Today the brand is over a 100 years old and continues to captivate people all

over the world, old or young, tattooed or not, whether they live in Nebraska or

the Netherlands. The brand has people who are in love with it, who are

passionate about it, not merely customers but the promiscuous variety that mostmarketers keep grappling with all their lives.The brand has many things going for it. The sound of a Harley can be

recognised by a Harley customer a mile ahead evoking memories, nostalgia and

a wonderful feeling that only lovers of iconic brands can understand or

appreciate. Its dealers are people with a difference. They are owners of Harley

Davidson motorcycles, not merely people who make money selling a product.

The Harley owners club has several thousand proud owners who meet, bike,

bond, trade and create memories. The consumers keep the brand's flag flying

high and core to the brand's success is its inclusiveness. It never has given theimpression that it is not for you or me and that is probably why I certainly yearn

to own one. The brand has evangelists backing it, not mere consumers, and that

probably explains its cult status.

http://www.thehindubusinessline.com/features/brandline/article2224294.ece

Iconic brands are brands such as Apple, Cartier, Nike, Louis Vuitton, Prada, Zara,Four Seasons, The New Yorker and Virgin. Iconic brands cannot be iconic if they donot offer the consumer something extraordinary. They are simple, yet they ofteninvolve complex "stories" that make them exciting and intriguing. It is unlikely thatdetergent can ever become iconic, even if it is as famous as Tide. I can hardly seean iconic brand being built through clever advertising and marketing alone. Even theoften-cited Old Spice viral campaign starts with a brand that was iconic in its time,being one of the very first male fragrances.

Steve Jobs used to say that design is not only what a brand looks and feels like, butalso how it performs. From the way an Apple product looks, to the way it feels, to theway you interface with it, to the way it works, to the "ecosystem (i.e. iTunes) thatunderlies it - every single aspect of it adds unique value to the consumer experience.There is true substance in it. The user experience is unlike any that of other brand.

This is what substance is - it delivers true consumer value in the user experience.http://www.bizcommunity.com/Article/196/82/85644.html



http://www.bizcommunity.com/Article/196/82/85644.html






Rooted in Culture

1. Iconic brands address acute contradictions in society. By tapping into a collectivedesire or anxiety, iconic brands develop a status that transcends functional benefits.They challenge people, either directly or subtly, to reconsider accepted thinking andbehavior. The famous Coca-Cola ad from 1971, “I’d Like to Teach the World toSing,”voiced a desire to overcome the deep divisions in American society created bythe Vietnam War.

2. Iconic brands develop identity myths that address these desires and anxieties. Bycreating imaginary worlds, they offer escape from everyday reality.The Marlboro manrepresents the values of theWestern frontier: strong, independent and capable.

3. Over time, the brand comes to embody the myth.It becomes a shorthand symbolthat represents far more than just a brand of soft drink, cigarette,or car. While thereare now many expensive watches to choose from, Rolex still symbolizes successand status around the world

MillwardBrown_IconicBrands_Sep07.pdf



The Top most iconic brands - and why they work

1.The Red Cross

The Red Cross: universally associated with medicine and saving lives"Iconic brands are universal in what they represent," argues Andra Oprisan, strategist

at Saffron Consultants. "Some of us have never interacted with the Red Cross, yet we

perfectly know what it stands for and how it changes people's lives across the world. We

are able to recognise its logo anywhere."

http://www.creativebloq.com/branding/most-iconic-brands-11121149

2. Apple

Apple's iconic logo is instantly recognisable without the name. "It embodies all

the company's principles," says BensonIt would have been inconceivable not to include Cupertino's finest on this list. "It's a truly

great brand because it's become synonymous with innovation and outstanding design,"

says Paula Benson, partner at Form. "Its brand values permeate through absolutelyeverything, from usability to design to language to packaging to retail stores."

http://www.saffron-consultants.com/



http://www.form.uk.com/







"Apple has large revenues but only a very small number of products," Benson says. "The

real hallmark is care."


Cultural Iconic Brands. Some Examples from the Auto Industry by Thomas Tolnai on August 14, 2012

The VW Beetle – The Defiant ”Ugly” Little Car Designed by Ferdinand Porsche in the 1930s with the aim of becoming agenuineVolkswagen (People’s car), the VW Beetle (Kafer ) is probably the

longest-lived car model in history. Strangely enough, the car acquired its true

iconic status in America.

MINI – The English City Car

MINI brand has been revamped following its acquisition by BMW and the new

models sell very well. Again, due to the iconic status acquired by the originalmodel, buyers have to pay a premium price if they want to purchase a MINI.

http://tolnaitranslations.com/2012/08/14/cultural-iconic-brands-some-examples-from-the-auto-industry/











Challenge face Is Oreo an iconic brandStraight Talk To Nigel Hollis

I had this challenge in mind when I came across this article in The New York

Times. It seems that this year, Kraft Foods’ Oreo brand celebrates its centenary. Nowthere, I thought, is a brand that must be iconic. The dictionary definition of an icon isa person or thing regarded as a representative symbol of a culture or movement;someone or something afforded great admiration or respect. So, what are the keyelements that make Oreo iconic?First off, I would say the brand is instantly recognizable. So recognizable that it can’tbe mistaken for anything else, and can even be used as a reference point. I wasonce directed to look for the “Oreo cows” while driving in Maine. Sure enough,the Belted Galloways made a good navigation aid.But there is far more to Oreo’s symbolism than the purely visual. There is a whole setof sensory rituals associated with the brand: twist and lick, dunking in milk and so on.These ensure that most people have a strong and positive affection for the brandbased on personal experience. And the rituals are something that is shared. This ad,from the UK, brilliantly highlights the emotional connection that is built around theOreo experience.So my second marker for an iconic brand is that the brand’s meaning is sharedacross a wide audience and embedded in popular culture.Unlike iconic brands of days gone by, the Oreo brand is still a vital one. It is alive andkicking, doing things that make sure it is still salient and accessible. As John Ghingo,senior director for global biscuits at Kraft Foods, states in The New YorkTimes article: What we have really set out to do is something authentic for the

brand, true to its roots, that is fresh for today...We want to acknowledge what Oreo has been over the past 100 years and recognize what it means in today’s world. Andthat speaks to the fact that for an iconic brand to remain relevant, it must somehowremain true to its origins. But it cannot do that at the expense of its contemporaryrelevance. It needs to balance the two.

http://www.millwardbrown.com/Global/Blog/Post/2012-03-07/Is-Oreo-an-iconic-brand.aspx

http://www.nytimes.com/2012/02/28/business/media/the-oreo-turns-100-with-a-nod-to-the-past-advertising.html



http://en.wikipedia.org/wiki/Belted_Galloway












ICONIC BRANDS



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SUBMITTED TO SUBMITTED BY

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PGDM 2011-13

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