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Innovation and Best Practice
for Business Success

Established 1967



Rethinking Prestige Branding

Rethinking Prestige Branding

Secrets of the Ueber-Brands

Wolfgang Schaefer, JP Kuehlwein

£19.99

Rethinking Prestige Branding examines the successful development and promotion of prestige brands, explaining not just how they're sold but how consumers respond to them.

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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 the marketing professional just as much as those who are simply curious as to how premium brands tick.


Table Of Contents

  • Section - ONE: Rethinking prestige branding;
    • Chapter - 01: The times they are a-changing;
    • Chapter - 02: From marker to myth – a brief history of branding;
    • Chapter - 03: A new kind of prestige – or what we mean by Ueber-Brands™;
  • Section - TWO: The seven secrets of Ueber-Brands;
    • Chapter - 04: Principle 1: Mission incomparable – the first rule is to make your own;
    • Chapter - 05: Principle 2: Longing versus belonging – the challenge is both;
    • Chapter - 06: Principle 3: Un-selling – the superiority of seduction;
    • Chapter - 07: Principle 4: From myth to meaning – the best way up is to go deep;
    • Chapter - 08: Principle 5: Behold! – the product as manifestation;
    • Chapter - 09: Principle 6: Living the dream – the bubble shall never burst;
    • Chapter - 10: Principle 7: Growth without end – the ultimate balancing act



Reviews

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

Thoughtful and probing, Schaefer and Kuehlwein expertly delve into the marketing alchemy of 'Ueber-Brands' beyond superficial catchphrases and generic notions. Empirical in essence and laced with philosophical quotes, yet triangulated with years of practitioner experience, the authors distill 7 key precepts on how to stay remarkable in prestige branding. A fresh and comprehensive work. Definitely worth the read.
Deryck J van Rensburg, President, Global Ventures, The Coca-Cola Company

Shifts in demographics and worldview have meant that the approaches for Prestige brands in every category are changing. JP and Wolfgang's book sets a clear compass, balancing the mystery of magic and distance with the importance of purpose, meaning and customer delivery.
Jenny Ashmore, President, Chartered Institute of Marketing, CIM, UK

This is one of the best new books to come out in recent years on the changes and elevations of branding in marketing and society today, through to their mythic aspects.
Robert Kozinets, Professor of Marketing, Schulich School of Business, York University (Toronto)

Rethinking Prestige Branding describes in an entertaining way today's marketing paradigm of prestige and luxury brands. This book is an absolute must-read for any marketer working within the prestige or luxury industry.
Atissa Tadjadod, Director of Global Communications, Piaget (Richemont International)

Based on an extensive benchmarking, this book unveils the seven major clues explaining the success of these brands. This is a much welcomed book for all marketing VPs.
Professor Jean-Noël Kapferer, HEC Paris, author of The Luxury Strategy, Kapferer on Luxury, and The New Strategic Brand Management

In a world of disparate alternatives, consumers are choosing to express themselves with brand choices that reflect their values. Kuehlwein and Schaefer expertly navigate these waters to enable the architects of prestige brands.
Andy England, Executive Vice President and Chief Marketing Officer at MillerCoors

Consumers today expect so much more from brands than just the physical product. Particularly premium products need to wrap service, meaning, and engagement around an authentic consumer experience, and digital and social media open up a canvass of possibilities. This book inspires our thinking about the possibilities at so many levels.
Pete Blackshaw, Global Head of Digital, Nestle

It's often said that luxury brands follow their own rule book. That those who master it are a breed far apart from the annals of academia, brand keys and value propositions. For the most part that holds true. But after reading Rethinking Prestige Branding, I dare say that even luxury's rule book has been radically rewritten with this engaging and provocative treatise. It dovetails succinctly with the evolution of luxury marks I've had the pleasure (and pain) of leading.
Uwe Ellinghaus, Chief Marketing Officer, Cadillac

I have been involved in brand equity building for more than 20 years. I found Rethinking Prestige Branding to be insightful and enjoyable, practical and at the same time conversational. Schaefer and Kuehlwein share important principles of Ueber branding illustrated with a wide array of case studies, brand stories and industry insights sparking imagination - for everyone interested in brands and in delivering sustainable business success.
Inge Heinsius, International Strategy and Marketing Expert, former CMO Godiva

Kuehlwein and Schaefer find the rules of luxury have changed once again. In this new world, how can prestige brands expand reach while maintaining their status as leaders? This book is a great read for managers charged with building and maintaining prestige brands.
Scott Galloway, Professor of Marketing, NYU Stern

The game has changed and continually changes but the one thing that must remain is a laser focus on the emotions of our consumer. JP and Wolfgang have drilled to the true essence of the Ueber-Brand breaking it all down to where the emotional content really lives.
Ian Ginsberg, President C.O. Bigelow Apothecaries

I was fascinated by the authors' approach, and highly encourage you to read this book.
Dr. G. Clotaire Rapaille, Founder-CEO, Archetype Discoveries Worldwide

This book made me reflect on the Moleskine brand in a radically different way. There is much to learn from its innovative approach.
Maria Sebregondi, Co-founder, Moleskine

Rethinking Prestige Branding is very timely. In a rapidly changing world where prestige brands are facing explosive growth and incredible challenges, Wolfgang and JP provide a framework to understand and develop 'Ueber-Brands.
Professor Srinivas K. Reddy, Academic Director, LVMH-SMU Asia Luxury Brand Research Initiative

A thoroughly enjoyable read. The well researched and insightful principles provide a new framework to define prestige branding in the socially connected landscape. And in a world where creating an aspiration brand is more about high values than high value and demands a connection to the consumer's mindset versus their wallet
John Goodwin, CFO and Executive Vice President, Business Enabling, LEGO

A compelling, enlightening and fascinating translation of the language of luxury. The authors have thoughtfully analysed and carefully defined a subject matter that has been overlooked in its significance to culture and contribution to innovation.
Gwen L. Whiting and Lindsey J. Boyd, Co-founders, The Laundress

I enjoyed reading the book because the authors do not restrict themselves to luxury brands but explain concepts from multiple and varied industries. They have chosen carefully companies which are not only well-known but are making news in their respective industries and categories.
Professor Ashok Som, Founding Director, ESSEC-IIMA Global Management Program on Luxury and Retail

You have to be able to make your customer dream and love your product...The authors help professionals and people who are about our industry to dig in some of its 'secrets.
Christian Foddis, Managing Director, Greater China, Salvatore Ferragamo

With this book and the 'Ueber-Brand' concept we are all stimulated to put a new energy to our brands as conditions for success in the contemporary world. Easy reading and not only academic but rich with real examples of success.
Fabrizio Penta de Peppo, Professor of Luxury Marketing Management, Instituto Europeo di Design


Book Details

  • EAN: 9780749470036
  • Edition: 1
  • Published: 3rd May 2015
  • Paperback
  • Dimensions: 234x156
  • 272 pages

About the Author

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 MA from the University of the Arts Berlin, Wolf is co-located between NYC and Berlin and is a frequent lecturer at universities and conferences in the US as well as Europe.

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. JP holds degrees in international management and business analysis from the universities of Reutlingen (Germany), Reims (France) and Lancaster (UK) and enjoys sharing his business and branding insights with students and marketers across the globe.


Wolfgang Schaefer


JP Kuehlwein


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