Rethinking Prestige Branding: Secrets of the Ueber-Brands

ISBN-13: 9780749470036 / Angielski / Miękka / 2015 / 272 str.

Wolfgang Schaefer; J. P. Kuehlwein

Opis

Prestige brand experts JP Kuehlwein and Wolfgang Schaefer uncover the formula for what drives the success of iconic brands, offering a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally. With insights from interviews with 50 premium brand experts and over 100 case studies from companies including Apple, Red Bull, Cirque du Soleil, and Hermes, Rethinking Prestige Branding will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick.

Recenzje

"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

Spis treści

• 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(TM);
• 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

O autorze

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.