This document discusses brand mythology and what makes a great brand that achieves icon status. It examines how cultural icons become deeply ingrained in society and the strategies used by iconic brands. A great brand is one that has a long-term vision, can reinvent categories, taps into customer emotions, tells an ongoing story through consistent design, and remains relevant by embodying ideals that help consumers express their identity. Iconic brands like Coke, Budweiser, Nike, and Jack Daniel's attain cultural significance by representing values that customers find meaningful.

1. Amity University Dubai
Brand Mythology
Presented By
Joseph Shiffin Joy

2. Objectives
People identify strongly with
cultural icons and often rely
on these symbols in their
everyday lives. The objective
of the paper is a comparative
look at how these brands
enshrine themselves within
the cultural fabric of society
and the winning strategies
these brands use to become
icons.

3. Brand Mythology
What is a Brand?
What is a Myth?
What are Cultural Icons?

5. Ideal = Self

6. A Great Brand
1. Is in it for the long haul
2. Can be anything
3. Knows itself.
4. Invents or reinvents an entire category
5. Taps into emotions
6. Is a story that's never completely told
7. Has design consistency.
8. Is relevant.

7. Customer’s value products for as much as what they symbolize as for
what they do. For brands like Coke, Budweiser, Nike, and Jack Daniel's,
customers value the brand's stories largely for their identity value.
Acting as vessels of self-expression, the brands are imbued with stories
that consumers find valuable in constructing their identities.
Consumers flock to brands that embody the ideals they admire, brands
that help them express who they want to be. The most successful of
these brands become iconic brands.