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Rethinking Prestige Branding : Secrets of the Ueber-Brands by J. P. Kuehlwein and Wolfgang Schaefer (2015, Trade Paperback)

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Rethinking Prestige Branding: Secrets of the Ueber-Brands

About this product

Product Identifiers

PublisherKogan Page, The Limited

ISBN-100749470038

ISBN-139780749470036

eBay Product ID (ePID)159800539

Product Key Features

Number of Pages272 Pages

Publication NameRethinking Prestige Branding : Secrets of the Ueber-Brands

LanguageEnglish

SubjectConsumer Guides, Marketing / General, Advertising & Promotion

Publication Year2015

FeaturesRevised

TypeNot Available

AuthorJ. P. Kuehlwein, Wolfgang Schäfer

Subject AreaRéférence, Business & Economics

FormatTrade Paperback

Dimensions

Item Height0.1 in

Item Weight15.6 Oz

Item Length0.9 in

Item Width0.6 in

Additional Product Features

LCCN2015-008794

Dewey Edition23

ReviewsI 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., To escape price competition there are not many routes: one can adopt the luxury strategy...Another one, seemingly related yet different, is to build brand that endow their buyers with prestige in the eyes of their tribe -- based on an extensive benchmarking this book unveils the seven major clues explaining the success of these brands. This is a much welcome book for all marketing VPs., 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., 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 consumer's mindset versus their wallet, Rethinking Prestige Branding describes in an entertaining way today's marketing paradigm of prestige and luxury brands. It's an absolute must-read for any marketer working within the prestige or luxury industries., 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., 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., This book made me reflect on the Moleskine brand in a radically different way. There is much to learn from its innovative approach., 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., 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 consumer's mindset versus their wallet., Rethinking Prestige Branding provides a thorough understanding of the often paradoxical rules for successful premium band management. This book presents a complete and information-packed resource covering every aspect of this mythical sector., This book made me reflect on the Moleskine brand in a radically different way. There is much to learn from its innovative approach., 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., 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., 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., An essential and timely meditation on the nature of brands, luxury, and the relationship between ownership and identity. The authors have given us a book that reflects deeply on the interconnectedness of material culture and the most ethereal aspects of human nature. An unlikely and very rewarding investigation into core human values., 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., 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., 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., 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.', 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., 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. The book will fit into the improvements and enhancements necessary to explain what is going on with digital technologies and group taste and consumption worlds. Bravo!, It's 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 luxury's rule book has been radically rewritten with this engaging and provocative treatise. It dovetails succinctly with the evolution of luxury marks I've had the pleasure (and pain) of leading., Rethinking Prestige Branding describes in an entertaining way today's marketing paradigm of prestige and luxury brands. This book is an absolute must-read for any marketer working within the prestige or luxury industry., As these authors demonstrate, anyone can be everything to everyone but to become a seductive Ueber-Brand, nothing is as volatile as a dream., 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., 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., 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., Thoughtful and probing, Schaefer and Kuehlwein expertly delve into the marketing alchemy of 'Ueber-Brands' beyond superficial catch-phrases 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., Shifts in demographics and worldview have meant that the approaches for Prestige brands in every category are changing. JP and Wolfgang's book sets a clear compass, balancing the mystery of magic and distance with the importance of purpose, meaning and customer delivery., 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.', 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., 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., Shifts in demographics and world view have meant that the approaches for Prestige brands in every category are changing. JP and Wolfgang's book sets a clear compass, balancing the mystery of magic and distance with the importance of purpose, meaning and customer delivery.

IllustratedYes

Dewey Decimal658.8/27

Intended AudienceCollege Audience

Edition DescriptionRevised edition

Table Of Content* 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

SynopsisExamine 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., 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., 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 marketing professional just as much as those who are simply curious as to how premium brands tick.

LC Classification NumberHD69.B7