{"product_id":"rethinking-prestige-branding-secrets-of-the-ueber-brands-paperback","title":"Rethinking Prestige Branding: Secrets of the Ueber-Brands - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eWolfgang Schaefer\u003c\/b\u003e (Author), \u003cb\u003eJp Kuehlwein\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\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.\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eWolfgang Schaefer\u003c\/b\u003e 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\u0026amp;G, Miele, Swarovski, Coty and Unilever et al. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003eJP Kuehlwein \u003c\/b\u003eis 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 \u0026amp; Co as well as Brand Director and Director of Corporate Strategy at Procter \u0026amp; Gamble.\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 272\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.57 x 9.21 x 6.14 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e May 26, 2015\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":52478336762163,"sku":"9780749470036","price":66.65,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0300\/5595\/6612\/files\/VnkxK1N4Z1c4bVpudVdGK3Z3MG04Zz09.webp?v=1759640316","url":"https:\/\/www.vysn.com\/en-ca\/products\/rethinking-prestige-branding-secrets-of-the-ueber-brands-paperback","provider":"VYSN","version":"1.0","type":"link"}