Rethinking Prestige Branding: Secrets of the Ueber-Brands by Wolfgang Schaefer (

Description: Rethinking Prestige Branding by Wolfgang Schaefer, JP Kuehlwein Examine the successful developments and promotion of prestige brands in the luxury industry, gaining insight into not just into how theyre sold, but how consumers respond to them. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description 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 Guccis approach to marketing have in common with Nespressos? 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 todays marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick. Author Biography 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 worlds top marketers at LVMH, P&G, Miele, Swarovski, Coty and Unilever et al.JP Kuehlwein is the Founder of marketing consultancy Ueber-Brands. Hes 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. Table of Contents 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™;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 Review "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 *"Thoughtful and probing, Schaefer and Kuehlwein expertly delve into the marketing alchemy of Ueber-Brands beyond superficial catchphrases 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 worldview have meant that the approaches for Prestige brands in every category are changing. JP and Wolfgangs 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, CIM, UK *"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." * Robert Kozinets, Professor of Marketing, Schulich School of Business, York University (Toronto) *"Rethinking Prestige Branding describes in an entertaining way todays marketing paradigm of prestige and luxury brands. This book is an absolute must-read for any marketer working within the prestige or luxury industry." * Atissa Tadjadod, Director of Global Communications, Piaget (Richemont International) *"Based on an extensive benchmarking, this book unveils the seven major clues explaining the success of these brands. This is a much welcomed book for all marketing VPs." * Professor Jean-Noël Kapferer, HEC Paris, author of The Luxury Strategy, Kapferer on Luxury, and The New Strategic Brand Management *"In a world of disparate alternatives, consumers are choosing to express themselves with brand choices that reflect their values. Kuehlwein and Schaefer expertly navigate these waters to enable the architects of prestige brands." * Andy England, Executive Vice President and Chief Marketing Officer at MillerCoors *"Consumers today expect so much more from brands than just the physical product. Particularly premium products need to wrap service, meaning, and engagement around an authentic consumer experience, and digital and social media open up a canvass of possibilities. This book inspires our thinking about the possibilities at so many levels." * Pete Blackshaw, Global Head of Digital, Nestle *"Its often said that luxury brands follow their own rule book. That those who master it are a breed far apart from the annals of academia, brand keys and value propositions. For the most part that holds true. But after reading Rethinking Prestige Branding, I dare say that even luxurys rule book has been radically rewritten with this engaging and provocative treatise. It dovetails succinctly with the evolution of luxury marks Ive had the pleasure (and pain) of leading." * Uwe Ellinghaus, Chief Marketing Officer, Cadillac *"I have been involved in brand equity building for more than 20 years. I found Rethinking Prestige Branding to be insightful and enjoyable, practical and at the same time conversational. Schaefer and Kuehlwein share important principles of Ueber branding illustrated with a wide array of case studies, brand stories and industry insights sparking imagination - for everyone interested in brands and in delivering sustainable business success." * Inge Heinsius, International Strategy and Marketing Expert, former CMO Godiva *"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 *"The game has changed and continually changes but the one thing that must remain is a laser focus on the emotions of our consumer. JP and Wolfgang have drilled to the true essence of the Ueber-Brand breaking it all down to where the emotional content really lives." * Ian Ginsberg, President C.O. Bigelow Apothecaries *"I was fascinated by the authors approach, and highly encourage you to read this book." * Dr. G. Clotaire Rapaille, Founder-CEO, Archetype Discoveries Worldwide *"This book made me reflect on the Moleskine brand in a radically different way. There is much to learn from its innovative approach." * Maria Sebregondi, Co-founder, Moleskine *"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 *"A thoroughly enjoyable read. The well researched and insightful principles provide a new framework to define prestige branding in the socially connected landscape. And in a world where creating an aspiration brand is more about high values than high value and demands a connection to the consumers mindset versus their wallet" * John Goodwin, CFO and Executive Vice President, Business Enabling, LEGO *"A compelling, enlightening and fascinating translation of the language of luxury. The authors have thoughtfully analysed and carefully defined a subject matter that has been overlooked in its significance to culture and contribution to innovation." * Gwen L. Whiting and Lindsey J. Boyd, Co-founders, The Laundress *"I enjoyed reading the book because the authors do not restrict themselves to luxury brands but explain concepts from multiple and varied industries. They have chosen carefully companies which are not only well-known but are making news in their respective industries and categories." * Professor Ashok Som, Founding Director, ESSEC-IIMA Global Management Program on Luxury and Retail *"You have to be able to make your customer dream and love your product...The authors help professionals and people who are about our industry to dig in some of its secrets." * Christian Foddis, Managing Director, Greater China, Salvatore Ferragamo *"With this book and the Ueber-Brand concept we are all stimulated to put a new energy to our brands as conditions for success in the contemporary world. Easy reading and not only academic but rich with real examples of success." * Fabrizio Penta de Peppo, Professor of Luxury Marketing Management, Instituto Europeo di Design * Long Description 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 Guccis approach to marketing have in common with Nespressos? 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 todays marketing pros. This book will fascinate the marketing professional just as much as those who are simply curious as to how premium brands tick. Review Text " 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." Review Quote "You have to be able to make your customer dream and love your product...The authors help professionals and people who are about our industry to dig in some of its secrets." Promotional "Headline" Hones premium marketing skills by helping readers understand how the prestige marketing model seeks to attract the media, analysts and consumers Feature * Hones premium marketing skills by helping readers understand how the prestige marketing model seeks to attract the media, analysts and consumers; * Provides insight into both the practical marketing of prestige brands and how consumers respond to them psychologically and emotionally; * Shows how to upgrade brands facing the squeeze in the middle, a polarization to high-end/lifestyle or commoditized retailer brands Details ISBN0749479221 Author JP Kuehlwein Year 2016 ISBN-10 0749479221 ISBN-13 9780749479220 Format Hardcover Short Title RETHINKING PRESTIGE BRANDING Language English Media Book Pages 272 Publisher Kogan Page Ltd Publication Date 2016-03-03 Imprint Kogan Page Ltd Subtitle Secrets of the Ueber-Brands Place of Publication London Country of Publication United Kingdom Illustrations black & white illustrations DEWEY 658.827 UK Release Date 2016-03-03 AU Release Date 2016-03-03 NZ Release Date 2016-03-03 Edited by Peter Scott Birth 1955 Affiliation Reader in Public and Private International Law, University College London Position Reader in Public and Private International Law Qualifications MD Edition Description Re-issue Alternative 9780749470036 Audience Tertiary & Higher Education We've got this At The Nile, if you're looking for it, we've got it. 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