¿Qué convierte a una marca en un icono?

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<title>Qué convierte a una marca en un icono?</title>
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<title>Harvard Deusto business review</title>
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<namePart>Holt, Douglas B.</namePart>
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<dateIssued encoding="marc">2004</dateIssued>
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<abstract>Pocos responsables de márketing saben cómo convertir  sus marcas en iconos ya que los iconos se construyen  de acuerdo con principios totalmente diferentes a los del márketing tradicional</abstract>
<note type="statement of responsibility">Douglas B. Holt</note>
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<topic>Marketing de la marca</topic>
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<topic>Marcas</topic>
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<topic>Publicidad</topic>
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<text>nº 122, Marzo 2004 ; p. 72-79</text>
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