Overview
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.
Full Product Details
Author: Wolfgang Schaefer ,
JP Kuehlwein
Publisher: Kogan Page Ltd
Imprint: Kogan Page Ltd
Dimensions:
Width: 15.50cm
, Height: 1.50cm
, Length: 23.50cm
Weight: 0.425kg
ISBN: 9780749470036
ISBN 10: 0749470038
Pages: 272
Publication Date: 03 May 2015
Audience:
College/higher education
,
Professional and scholarly
,
Tertiary & Higher Education
,
Professional & Vocational
Format: Paperback
Publisher's Status: Active
Availability: In Print
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Reviews
Thoughtful and probing, Schaefer and Kuehlwein expertly delve into the marketing alchemy of 'Ueber-Brands' beyond superficial catch-phrases 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
The secrets and principles behind some of the most powerful brands on the planet. --Charles Franklin Small Business Trends
Author Information
Wolfgang Schaefer is CEO and Founder of zwoelf consulting, specialized in narrative brand strategies. Based in Berlin and NYC, he lectures at XU Exponential University Potsdam and other schools in Europe and the US. For the past 25 years as chief strategist he has worked with many of the world's top marketers at LVMH, P&G, Miele, Swarovski, Coty and Unilever et al. 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.
