Rethinking Prestige Branding: Secrets of the Ueber-Brands - Couverture souple

Schaefer, Wolfgang; Kuehlwein, JP

Couverture souple

ISBN 10 : 0749470038 ISBN 13 : 9780749470036

Editeur : Kogan Page, 2020

A propos du livre

Présentation de l'éditeur :

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. Prestige Branding Revisited collects their insights. Uncovering the secrets of why and how some brands are created more equal than others, Prestige Branding Revisited 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.

Biographie de l'auteur :

Wolfgang Schaefer is Chief Strategy Officer at SelectNY, a global premium brand-building agency. JP Kuehlwein is the Managing Director for Global Strategy and Innovation - Premium Brand Consumer at Procter & Gamble, an international packaged goods manufacturer, as well as Managing Director at Fekkai Asia, a prestige hair care and salon brand.

À propos de cette édition

• Éditeur: Kogan Page
• Date d'édition: 2020
• ISBN 10: 0749470038
• ISBN 13: 9780749470036
• Reliure: Broché
• Nombre de pages: 272