Rethinking Prestige Branding: Secrets of the Ueber-Brands (Paperback)
  • Rethinking Prestige Branding: Secrets of the Ueber-Brands (Paperback)
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Rethinking Prestige Branding: Secrets of the Ueber-Brands (Paperback)

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£19.99
Paperback 272 Pages / Published: 03/05/2015
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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.

Publisher: Kogan Page Ltd
ISBN: 9780749470036
Number of pages: 272
Weight: 425 g
Dimensions: 235 x 155 x 15 mm


MEDIA REVIEWS
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. The book will fit into the improvements and enhancements necessary to explain what is going on with digital technologies and group taste and consumption worlds. Bravo!"
--Robert Kozinets, Professor of Marketing Schulich School "York University ""
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 ""
"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 "
"Rethinking Prestige Branding provides a thorough understanding of the often paradoxical rules for successful premium band management. This book presents a complete and information-packed resource covering every aspect of this mythical sector."--Professor Christiane Beyerhaus, Program Director "Global Brand&Fashion Management, International School of Management "
"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 "
"Shifts in demographics and world view 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 "
"Rethinking Prestige Branding describes in an entertaining way today's marketing paradigm of prestige and luxury brands. It's an absolute must-read for any marketer working within the prestige or luxury industries."--Atissa Tadjadod "Director Global Communications, Piaget (Richemont International) "
"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. The book will fit into the improvements and enhancements necessary to explain what is going on with digital technologies and group taste and consumption worlds. Bravo!"
--Robert Kozinets, Professor of Marketing Schulich School "York University "
"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 "

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