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The Need for Truth in Prestige Branding

In this third video Wolfgang Schaefer and JP Kuehlwein, co-authors of Rethinking Prestige Branding: Secrets of the Ueber-Brands, explain the how prestige brands must start with a central truth which permeates the whole brand culture and manifests itself in everything the brand does, from direct marketing to the retail experience.

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.