{"product_id":"rethinking-prestige-branding-secrets-of-the-ueber-brands-9780749470036","title":"Rethinking Prestige Branding: Secrets of the Ueber-Brands","description":"\u003cp\u003eWhat 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 \u003cb\u003eJP Kuehlwein \u003c\/b\u003eand \u003cb\u003eWolfgang Schaefer\u003c\/b\u003e have dedicated themselves to studying what drives the success of prestige brands. \u003ci\u003e\u003cb\u003eRethinking Prestige Branding\u003c\/b\u003e \u003c\/i\u003ecollects their insights. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eUncovering the secrets of why and how some brands are created more equal than others, \u003cb\u003e\u003ci\u003eRethinking Prestige Branding \u003c\/i\u003e\u003c\/b\u003e includes over 100 case studies from Apple and Abercrombie \u0026amp; 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Wolfgang Schaefer, Jp Kuehlwein\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Kogan Page\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 05\/26\/2015\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 272\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.85lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.21h x 6.14w x 0.57d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780749470036\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eWolfgang Schaefer\u003c\/b\u003e is Chief Strategy Officer at SelectNY, a global premium brand building agency. He was previously Partner and Associate Planning Director at Ogilvy Mather.\u003c\/p\u003e\u003cp\u003e\u003cb\u003eJP Kuehlwein\u003c\/b\u003e is Executive Vice President at Frédéric Fekkai, a New York-based prestige salon operator and hair care brand, and he is an Outside Director of Smith \u0026amp; Norbu, a luxury optical frame maker in Hong Kong. He was previously Managing Director Global Strategy \u0026amp; Innovation Premium Consumer at Procter \u0026amp; Gamble, Hong Kong.\u003c\/p\u003e\u003cbr\u003e","brand":"Kogan Page","offers":[{"title":"Paperback","offer_id":40440962154611,"sku":"9.78E+12","price":56.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/products\/img_01eb7234-0432-40e8-b552-1bfdf4e66e7e.jpg?v=1663252546","url":"https:\/\/bookstorenmore.com\/en-de\/products\/rethinking-prestige-branding-secrets-of-the-ueber-brands-9780749470036","provider":"Bookstore N More","version":"1.0","type":"link"}