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Icon brand
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An icon brand is a symbol-intensive brand that carry powerful universal values making it instantly recognisable thanks to ownable and distinctive codes. Becoming an icon is the peak of the marketing. Icon brands include various luxury brands and fashion brands, though any brand—regardless of its origins and sector—can become an icon brand if marketed competently. Description An icon brand is a symbol-intensive brand that carry powerful universal values making it instantly recognisable thanks to ownable and distinctive codes. Icons are summarised myths and these myths generally evoke the tension between people's individualistic ideas and the prevailing ideology of the society. Examples for icon brand myths include Nike's Air Jordan shoes as they symbolize individual achievement through perseverance It is often a common mistake to think that identity brand and icon brand to have the same meaning. Identity brands target to facilitate character recognition by connecting to brand personalities. Their personality constantly changes as they aim to reflect societal changes. Iconic brands possess three major features that separate them from other big, well-known brands: # Cultural roots that allows them to connect with society's values. # They are easily recognizable due to their physical or symbolic features. # They have forceful stories and they always manage to remain loyal to their original values. How brands become icons Becoming an icon is reaching the top of the marketing world. Icon brands are the most successful, distinctive, and famous of the brands. As a result, all brands seek to become icons in order to maximize their sales and reputation however only a few is able to become icons. Research shows that if marketed competently, any brand, regardless of its origins and sector can become an icon brand. Airey, in his book, states that in order to be called an icon, a brand must be simple, relevant, enduring, distinctive, memorable and adaptable. A good brand look and being able to satisfy public demands create attention from the public A major reason for their success is not the possible services and benefits they can offer in terms of customer satisfaction or technology, but the fact that they have connections with culture. 
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