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Rethinking Prestige Branding: Secrets of the Ueber-Brands
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About Rethinking Prestige Branding: Secrets Of The
Product Description 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. Review "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 (previously Montblanc and BMW) "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 Author of, "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000" 'I have been involved in brand equity building for more than 20 years. I found "Rethinking Prestige Branding" to be insightful and enjoyable, p ractical 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 '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 ignored by marketers. This book gives readers a refreshing perspective on brand management, and serves as a good companion to any MBA or EE marketing course." Dr. Ken Kwong-Kay Wong, Assistant Professor, Retail Management, Ryerson University From the Inside Flap An essential and timely meditation on the nature of brands, luxury, and the relationship between ownership and identity. Schaefer and Kuehlwein contribute a radical account of a new vanguard in branding--Ueber-Brands. 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. David LaRocca, Ph.D. film director 'B runello Cucinelli: A New Philosophy of Clothes' author of Emerson's English Traits and the Natural History of Metaphor Visiting Scholar, Department of English, Cornell University " A compelling, enlightening and fascinating translation of the language of luxury. Wolfgang Schaefer and JP Kuehlwein have thoughtfully analyzed 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 The Laundress Co-Founders From the Back Cover Rethinking Prestige Branding - Secrets of the Ueber-Brands: helps you understand how the pre
