Rethinking prestige branding : secrets of the Ueber-Brands / Wolfgang Schaefer and J.P. Kuehlwein.
By: Schaefer, Wolfgang.
Contributor(s): Kuehlwein, J. P.
Description: xiv, 254 pages : color illustrations ; 24 cm.ISBN: 9780749470036 (paperback).Subject(s): Brand name products | Branding (Marketing) | BUSINESS & ECONOMICS / Advertising & Promotion | BUSINESS & ECONOMICS / Marketing / GeneralGenre/Form: Print books.DDC classification: 658.8/27 Summary: "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"--Summary: "What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's?Rethinking Prestige Branding uncovers the formula for what drives the success of great luxury brands. The book offers 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, this book will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick. "--| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.1255 .S392 2015 (Browse shelf) | Available | AU0000000003863 |
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| HF5415.1255 .R55 2020 Brand storytelling : put customers at the heart of your brand story / | HF5415.1255 .R66 2016 How brands grow. | HF5415.1255 .R674 2017 The activation imperative : how to build brands and business by inspiring action / | HF5415.1255 .S392 2015 Rethinking prestige branding : secrets of the Ueber-Brands / | HF5415.1255 .S393 2013 Maximize your social : a one-stop guide to building a social media strategy for marketing and business success / | HF5415.1255 .S52 2010 How brands grow : what marketers don't know / | HF5415.1255 .S524 2015 The innovative lean machine : synchronizing people, branding, and strategy to win in the marketplace / |
Includes bibliographical references and index.
"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"--
"What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's?Rethinking Prestige Branding uncovers the formula for what drives the success of great luxury brands. The book offers 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, this book will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick. "--