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.
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Holistic approach to determining what makes prestige brands tickFrom 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 'Brunello 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
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Buchbeschreibung Kogan Page Mai 2015, 2015. Taschenbuch. Buchzustand: Neu. Neuware - 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. 254 pp. Englisch. Artikel-Nr. 9780749470036