Rethinking prestige branding : secrets of the Ueber-Brands / Wolfgang Schaefer and J.P. Kuehlwein.

By:

Schaefer, Wolfgang

Contributor(s):

Kuehlwein, J. P

Material type: Text

TextPublication details: London Kogan Page 2015Description: xiv, 254 pages : color illustrations ; 24 cmISBN:

9780749470036 (paperback)

Subject(s):

DDC classification:

658.827/SCH 23 41851

LOC classification:

HF5415.1255 .S392 2015

Other classification:

BUS043000 | BUS002000

Summary: "What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's?Rethinking Prestige Branding uncovers the formula for what drives the success of great luxury brands. The book offers 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, this book will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick. "--Summary: "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 the marketing professional just as much as those who are simply curious as to how premium brands tick"--

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Books	Symbiosis International University Central Library	658.827/SCH 41851 (Browse shelf(Opens below))	Available		siu-b-41851
Books	Symbiosis International University Central Library	658.827 SCH (Browse shelf(Opens below))	Available		SIU-B-49554

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Previous	658.827/KEL 41615 Strategic Brand Management: /	658.827/KEL 41616 Strategic Brand Management: /	658.827/KEL 41617 Strategic Brand Management: /	658.827/SCH 41851 Rethinking prestige branding :	658.827/SEN 39600 Brand Positioning: /	658.8'3 AAK 5328 MARKETING RESEARCH	658.8'3 HAI 5254 Marketing Research : Within A Changing Information Enviornment	Next

Includes bibliographical references and index.

"What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's?Rethinking Prestige Branding uncovers the formula for what drives the success of great luxury brands. The book offers 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, this book 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 the marketing professional just as much as those who are simply curious as to how premium brands tick"--

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