Verwandte Artikel zu Rethinking Prestige Branding: Secrets of the Ueber-Brands

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

Schaefer, Wolfgang; Kuehlwein, JP

 
9780749470036: Rethinking Prestige Branding: Secrets of the Ueber-Brands
Softcover
ISBN 10: 0749470038 ISBN 13: 9780749470036
Verlag: Kogan Page, 2020

Inhaltsangabe

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 Brandingcollects 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.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Über die Autorinnen und Autoren

Wolfgang Schaefer is CEO and Founder of zwoelf consulting, specialized in narrative brand strategies. Based in Berlin and NYC, he lectures at XU Exponential University Potsdam and other schools in Europe and the US. For the past 25 years as chief strategist he has worked with many of the world's top marketers at LVMH, P&G, Miele, Swarovski, Coty and Unilever et al.

JP Kuehlwein is the Founder of marketing consultancy Ueber-Brands. He's also Adjunct Professor of Marketing at NYU Stern and Columbia Business School and leader of the Marketing Institute at The Conference Board think tank. Previously, he was Executive Vice President at Frederic Fekkai & Co as well as Brand Director and Director of Corporate Strategy at Procter & Gamble.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Kogan Page
Erscheinungsdatum
2020
Sprache
Englisch
ISBN 10 
0749470038
ISBN 13 
9780749470036
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
272
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
gpsr@libri.de
gpsr@libri.de

Europaallee 1
Bad Hersfeld
36244
Deutschland