Rethinking Prestige Branding
Secrets of the Ueber-Brands
(Sprache: Englisch)
Examine the successful developments and promotion of prestige brands in the luxury industry, gaining insight into not just into how they're sold, but how consumers respond to them.
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Examine the successful developments and promotion of prestige brands in the luxury industry, gaining insight into not just into how they're sold, but how consumers respond to them.
Klappentext zu „Rethinking Prestige Branding “
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.
Inhaltsverzeichnis zu „Rethinking Prestige Branding “
Unit - PART 1 -: Rethinking Prestige Branding; Unit - PART 2 -: Seven Secrets of Ueber-Brands; Chapter - PRINCIPLE 1 -: Mission Incomparable: The first rule is to make your own; Chapter - PRINCIPLE 2 -: Longing vs belonging; the challenge is both; Chapter - PRINCIPLE 3 -: Un-Selling - the superiority of seduction; Chapter - PRINCIPLE 4 -: From myth to meaning; the best way up is to go deep; Chapter - PRINCIPLE 5 -: Behold! The product as manifestation; Chapter - PRINCIPLE 6 -: Living the dream - the bubble shall never burst; Chapter - PRINCIPLE 7 -: Growth without end - the ultimate balancing act;
Autoren-Porträt von Wolfgang Schaefer, JP Kuehlwein
Wolfgang Schaefer is Chief Strategy Officer at SelectNY, a global premium brand building agency. He was previously Partner and Associate Planning Director at Ogilvy Mather.JP Kuehlwein is Executive Vice President at Frédéric Fekkai, a New York-based prestige salon operator and hair care brand, and he is an Outside Director of Smith & Norbu, a luxury optical frame maker in Hong Kong. He was previously Managing Director Global Strategy & Innovation Premium Consumer at Procter & Gamble, Hong Kong.
Bibliographische Angaben
- Autoren: Wolfgang Schaefer , JP Kuehlwein
- 2015, 272 Seiten, Masse: 15,6 x 23,4 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 0749470038
- ISBN-13: 9780749470036
- Erscheinungsdatum: 06.05.2015
Sprache:
Englisch
Pressezitat
"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
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