Journal Articles

Widen your research with these suggested journal articles. Links to SAGE articles have been provided freely.

1. Holt, Douglas (2004), “What Becomes an Icon Most?” Harvard Business Review, 81(3), 43–49.

This article in the Harvard Business Review tries to solve the question of what differentiates a brand from an icon and how brands can achieve icon status. Douglas Holt also explores how icons are developed to be much more based around the consumer and image than other brands.

2. Holt, Douglas (2016), “Branding in the Age of Social Media,” Harvard Business Review 94(3), 40–50.

From the March 2016 issue of the magazine, this timely article is all about how branding is adapting to social media and how brand building has been affected by the advances in technology. What started as a new age for advertising, full of promise, soon became the biggest market disrupter. This article explores how branding and advertising has adapted.