icon brands are very valuable for consumers as they have a crucial role in the society. 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. a proof of this is the fact that coca-cola and nike are more popular and loved even than the united states according to a survey. icon brands’ symbolic meaning is another factor that makes them more successful than the other brands. the symbols in logos such as harley davidson's eagle triggers imagination and connects it with ideas and values.