What becomes an icon most?

<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.loc.gov/MARC21/slim http://www.loc.gov/standards/marcxml/schema/MARC21slim.xsd">
  <record>
    <leader>00000nab a2200000 i 4500</leader>
    <controlfield tag="001">MAP20071503395</controlfield>
    <controlfield tag="003">MAP</controlfield>
    <controlfield tag="005">20080418123814.0</controlfield>
    <controlfield tag="007">hzruuu---uuuu</controlfield>
    <controlfield tag="008">030312e20030301usa||||    | |00010|eng d</controlfield>
    <datafield tag="040" ind1=" " ind2=" ">
      <subfield code="a">MAP</subfield>
      <subfield code="b">spa</subfield>
    </datafield>
    <datafield tag="084" ind1=" " ind2=" ">
      <subfield code="a">922.112.1</subfield>
    </datafield>
    <datafield tag="100" ind1="1" ind2=" ">
      <subfield code="0">MAPA20080166205</subfield>
      <subfield code="a">Holt, Douglas B.</subfield>
    </datafield>
    <datafield tag="245" ind1="1" ind2="0">
      <subfield code="a">What becomes an icon most?</subfield>
      <subfield code="c">Douglas B. Holt</subfield>
    </datafield>
    <datafield tag="520" ind1="8" ind2=" ">
      <subfield code="a">Every company wishes it could turn its brand into a icon, a symbol consumers identify with and celebrate. The article shows that the process of creating one isn't random, but neither does it look like conventional marketing</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080541408</subfield>
      <subfield code="a">Imagen</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080556020</subfield>
      <subfield code="a">Publicidad</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080602406</subfield>
      <subfield code="a">Marketing estratégico</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080557706</subfield>
      <subfield code="a">Creatividad</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080600938</subfield>
      <subfield code="a">Dirección de empresas</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080613181</subfield>
      <subfield code="a">Beneficios empresariales</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080600945</subfield>
      <subfield code="a">Dirección estratégica</subfield>
    </datafield>
    <datafield tag="650" ind1="1" ind2="1">
      <subfield code="0">MAPA20080606091</subfield>
      <subfield code="a">Estrategia empresarial</subfield>
    </datafield>
    <datafield tag="740" ind1="0" ind2=" ">
      <subfield code="a">Harvard business review</subfield>
    </datafield>
    <datafield tag="773" ind1="0" ind2=" ">
      <subfield code="w">MAP20077100345</subfield>
      <subfield code="t">Harvard business review</subfield>
      <subfield code="d">Boston</subfield>
      <subfield code="g">March 2003 ; p. 43-49</subfield>
    </datafield>
  </record>
</collection>