0
Your cart

Your cart is empty

Books

Not currently available

Rethinking Prestige Branding - Secrets of the Ueber-Brands (Electronic book text, 1st edition)
Rethinking Prestige Branding - Secrets of the Ueber-Brands (Electronic book text, 1st edition): Wolfgang Schaefer, J. P....
Rethinking Prestige Branding - Secrets of the Ueber-Brands (Electronic book text, 1st edition): Wolfgang Schaefer, J. P....

Share your images

Rethinking Prestige Branding - Secrets of the Ueber-Brands (Electronic book text, 1st edition)

Wolfgang Schaefer, J. P. Kuehlwein

 (sign in to rate)

Bookmark and Share

We don't currently have any sources for this product. If you add this item to your wish list we will let you know when it becomes available.

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.

General

Imprint: Kogan Page
Country of origin: United Kingdom
Release date: May 2015
First published: 2015
Authors: Wolfgang Schaefer • J. P. Kuehlwein
Format: Electronic book text
Pages: 272
Edition: 1st edition
ISBN-13: 978-0-7494-7004-3
Barcode: 9780749470043
Categories: Promotions
Books
LSN: 0-7494-7004-6

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!

Loyalty partners