Rethinking Prestige Branding

Rethinking Prestige Branding

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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 a 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.And it is rumoured that this model has a hidden inner glove compartment that does not show up in the user manual. ... On the other end of the spectrum, one can leave the identity making entirely in the capable hands of MINI and buy one of the reassuringly a#39;limited editiona#39; cars. ... Goodwood with Rolls-Royce interior and paint job is made for royals and those who already own an equally priced Porsche.

Title:Rethinking Prestige Branding
Author: Wolfgang Schaefer, JP Kuehlwein
Publisher:Kogan Page Publishers - 2015-05-03

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