Publications
Publications
- November 2002 (Revised March 2003)
- HBS Case Collection
Brands and Branding
Abstract
Develops a cultural framework for thinking about what a brand is and how firms shape their brands through their marketing activities. Four dimensions of the brand are described: economic, social, psychological, and symbolic.
Keywords
Citation
Holt, Douglas B. "Brands and Branding." Harvard Business School Background Note 503-045, November 2002. (Revised March 2003.)