Rethinking Prestige Branding: Secrets of the Ueber-Brands
| Author | : | |
| Rating | : | 4.29 (740 Votes) |
| Asin | : | 0749470038 |
| Format Type | : | paperback |
| Number of Pages | : | 272 Pages |
| Publish Date | : | 2016-02-18 |
| Language | : | English |
DESCRIPTION:
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 '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, Chief Marketing Officer MillerCoors "The emergence of modern prestige brands reflects a paradigm shift in consumer behaviour that should not be i
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 Hermès, Rethinking Prestige Branding will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick.
Michael Pollock said A smart page-turner about successful brands. This is a book about brands like no other. The insights and well-chosen cases sparkle through it. The writing is lively - even sassy. Unlike so many dry “academic” books on brands it is not packed with filler and hi-falutin’ theory - this is real world experiences smartly parsed and examined. You’ll get ideas from every page - new ideas as well as old ideas re-framed. While the focus. "lucrative story-telling at its best (for both brand junkies and the everyday consumer)" according to michelle lin. Reading this book is much like experiencing an ueberbrand as it unfolds before you page by page. Though technically a business book that educates the reader on strategy, case studies, and frameworks, the tonality and voice behind the content sounds like that of a friend (albeit, a more experienced, well-traveled friend) - with the right amount of tongue-in-cheek humor and ease to keep you properly engaged. . "A smart and stylish read! Loved the mythical storytelling angle to elevate brands" according to Kelly Conkright. As a strategic planner working in beauty and fashion branding and marketing, this is basically the holy grail. These are the very topics I think about every day. This book provides a plethora of relevant examples and interesting new language that I can use to have the right conversations with my clients to move their brands forward. I often talk about the importance of brands and starting with the "WHY" as