Rethinking Prestige Branding: Secrets of the Ueber-Brands - Hardcover

Schaefer, Wolfgang; Kuehlwein, JP

Hardcover

ISBN 10: 0749479221 ISBN 13: 9780749479220

Publisher: Kogan Page, 2016

Synopsis

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.

About this title

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 2015-02-23)

"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 2015-03-11)

"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." (Jenny Ashmore, President, Chartered Institute of Marketing, CIM, UK 2015-03-11)

"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) 2015-03-11)

"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." (Atissa Tadjadod, Director of Global Communications, Piaget (Richemont International) 2015-03-23)

"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 2015-03-23)

"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 2015-04-14)

"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 2015-04-15)

"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." (Uwe Ellinghaus, Chief Marketing Officer, Cadillac 2015-04-28)

"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 2015-05-06)

Book Description:

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

About this edition

• Publisher: Kogan Page
• Publication date: 2016
• ISBN 10: 0749479221
• ISBN 13: 9780749479220
• Binding: Hardcover
• Number of pages: 272