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Rethinking Prestige Branding

Secrets of the Ueber-Brands

Examine the successful developments and promotion of prestige brands in the luxury industry, gaining insight into not just into how they're sold, but how consumers respond to them.
    Paperback£19.99
    Ebook£16.66
    Print + ebook bundle£25.00
    Hardback£61.99
EAN: 9780749470036
Edition: 1
Published:
Paperback
Format: 235x155
272 pages
    About the book
    Table of contents
    Reviews
    Supporting resources

About the book

What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights.

Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.

About the authors

Wolfgang Schaefer

Wolfgang Schaefer is Chief Strategic Officer at SelectNY, one of the world's leading premium brand building networks. Wolf has been building global brand strategies for over 20 years in Europe, the US and Asia Pacific for companies as diverse as PepsiCo, P&G, Unilever, Coty and Nestle. His main expertise lies in prestige brands such as Davidoff, Chopard, Swarovski, Lancaster amongst many others. Holding an MBA from the University of the Arts Berlin, Wolf is co-located between NYC and Berlin and a frequent lecturer at universities and conferences in the US as well as Europe.

More about Wolfgang Schaefer

JP Kuehlwein

JP Kuehlwein is Executive Vice President at Frédéric Fekkai, a New York-based prestige salon operator and hair care brand and an Outside Director of Smith & Norbu, a luxury optical frame maker in Hong Kong. He draws on over twenty years of hands-on experience in managing brands at Procter & Gamble across markets in Europe, North America and Asia.

More about JP Kuehlwein

Rethinking Prestige Branding defines the nature of 'ueber' brands and services and sets out the rules for their effective management.... For professionals in the premium brand industry, as well as those studying it or investing in it, Rethinking Prestige Branding presents a complete and information-packed resource covering every aspect of this mythical sector.

Dr. Christiane Beyerhaus, Professor of Marketing and Retail, Program Director (BA and MA) Global Brand and Fashion Management, International School of Management (ISM), Germany