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Rethinking Prestige Branding

2015-05-03 Business & Economics
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Release : 2015-05-03
Genre : Business & Economics
Kind : eBook
Book Rating : 046/5 ( reviews)

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Book Synopsis Rethinking Prestige Branding by : Wolfgang Schaefer

Download or read book Rethinking Prestige Branding written by Wolfgang Schaefer. This book was released on 2015-05-03. Available in PDF, EPUB and Kindle. Book excerpt: 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 marketing professional just as much as those who are simply curious as to how premium brands tick.

Brand Elevation

2021-01-03 Business & Economics
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Release : 2021-01-03
Genre : Business & Economics
Kind : eBook
Book Rating : 675/5 ( reviews)

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Book Synopsis Brand Elevation by : Wolfgang Schaefer

Download or read book Brand Elevation written by Wolfgang Schaefer. This book was released on 2021-01-03. Available in PDF, EPUB and Kindle. Book excerpt: How can a brand become one of those peerless 'Ueber-Brands' we all admire and are willing to pay a premium for? Is there a proven process? Where should we start? Brand Elevation explains the main drivers behind brands becoming peerless and priceless and how to harness these principles to develop a winning brand strategy. Written for marketers and brand managers of all levels of experience, and for both those working in start-ups and established players, it proposes a six-step, easy-to-follow program to elevate your brand. Brand Elevation explores challenges such as creating a distinct and brand-guiding mission, mediating between exclusivity and inclusion and mastering the art of seduction. Featuring case studies and expert accounts from organizations including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand.

Rethinking Prestige Branding

2018 Brand name products
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Author :
Release : 2018
Genre : Brand name products
Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis Rethinking Prestige Branding by :

Download or read book Rethinking Prestige Branding written by . This book was released on 2018. Available in PDF, EPUB and Kindle. Book excerpt:

Rethinking Prestige Branding

2015 Brand name products
Download Rethinking Prestige Branding PDF Online Free

Author :
Release : 2015
Genre : Brand name products
Kind : eBook
Book Rating : /5 ( reviews)

GET EBOOK


Book Synopsis Rethinking Prestige Branding by : Wolfgang Schaefer

Download or read book Rethinking Prestige Branding written by Wolfgang Schaefer. This book was released on 2015. Available in PDF, EPUB and Kindle. Book excerpt: Rethinking Prestige Branding examines the successful development and promotion of prestige brands, explaining not just how they're sold but how consumers respond to them.

The Luxury Strategy

2012-09-03 Business & Economics
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Release : 2012-09-03
Genre : Business & Economics
Kind : eBook
Book Rating : 925/5 ( reviews)

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Book Synopsis The Luxury Strategy by : Jean-Noël Kapferer

Download or read book The Luxury Strategy written by Jean-Noël Kapferer. This book was released on 2012-09-03. Available in PDF, EPUB and Kindle. Book excerpt: Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

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