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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.
EAN: 9780749470036
Edition: 1
Published:
Format: 235x150
272 pages

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 CEO and Founder of zwoelf consulting, where he focusses on developing narrative brand strategies. He's also guest professor at the XU Exponential University, Potsdam and a board member of Make-a-Wish Germany. For the past 25 years as a chief strategist he has worked with some of the world's top marketers at LVMH, P&G, Miele, Swarovski, Coty and Unilever.

More about Wolfgang Schaefer

JP Kuehlwein

JP Kuehlwein is the Founder of marketing consultancy Ueber-Brands. He's also Adjunct Professor of Marketing at NYU Stern and Columbia Business School and leader of the Marketing Institute at The Conference Board think tank. Previously, he was Executive Vice President at Frederic Fekkai & Co as well as Brand Director and Director of Corporate Strategy at Procter & Gamble.

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