Download Rethinking Prestige Branding: Secrets of the Ueber-Brands, by Wolfgang Schaefer J. P. Kuehlwein
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Rethinking Prestige Branding: Secrets of the Ueber-Brands, by Wolfgang Schaefer J. P. Kuehlwein
Download Rethinking Prestige Branding: Secrets of the Ueber-Brands, by Wolfgang Schaefer J. P. Kuehlwein
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Review
"It's often said that luxury brands follow their own rule book. That those who master it are a breed far apart from the annals of academia, brand keys and value propositions. For the most part that holds true. But after reading 'Rethinking Prestige Branding, I dare say that even luxury's rule book has been radically rewritten with this engaging and provocative treatise. It dovetails succinctly with the evolution of luxury marks I've had the pleasure (and pain) of leading." Uwe Ellinghaus, Chief Marketing Officer Cadillac (previously Montblanc and BMW)"Consumers today expect so much more from brands than just the physical product. Particularly premium products need to wrap service, meaning, and engagement around an authentic consumer experience, and digital and social media open up a canvass of possibilities. This book inspires our thinking about the possibilities at so many levels." Pete Blackshaw, Global Head of Digital, Nestle Author of, "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000"'I have been involved in brand equity building for more than 20 years.  I found "Rethinking Prestige Branding" to be insightful and enjoyable, practical and at the same time conversational . Schaefer and Kuehlwein share important principles of Ueber branding illustrated with a wide array of case studies, brand stories and industry insights sparking imagination -   for everyone interested in brands and in delivering sustainable business success. Inge Heinsius, International Strategy and Marketing Expert, former CMO Godiva  'In a world of disparate alternatives, consumers are choosing to express themselves with brand choices that reflect their values. Kuehlwein and Schaefer expertly navigate these waters to enable the architects of prestige brands.'  Andy England, Executive Vice President, Chief Marketing Officer MillerCoors  "The emergence of modern prestige brands reflects a paradigm shift in consumer behaviour that should not be ignored by marketers. This book gives readers a refreshing perspective on brand management, and serves as a good companion to any MBA or EE marketing course." Dr. Ken Kwong-Kay Wong, Assistant Professor, Retail Management, Ryerson University
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Book Description
Holistic approach to determining what makes prestige brands tick
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Product details
Paperback: 272 pages
Publisher: Kogan Page; 1 edition (May 28, 2015)
Language: English
ISBN-10: 9780749470036
ISBN-13: 978-0749470036
ASIN: 0749470038
Product Dimensions:
6 x 0.6 x 9 inches
Shipping Weight: 9.9 ounces (View shipping rates and policies)
Average Customer Review:
4.8 out of 5 stars
40 customer reviews
Amazon Best Sellers Rank:
#408,434 in Books (See Top 100 in Books)
This book is not about prestige in the more expected "expensive" sense, it is about brands with purpose and ideals that manage to rise above the rest. The recipe for such success is not simple, but the authors have managed to describe it using an engaging narrative and several great cases and examples to prove their points. The book also demonstrates a modern and positive view of capitalism, one of ideals and sustainability leading to successful outcomes, growth and profit being consequences of this success, not the ultimate goal. This is a highly recommended book for anyone interested in modern brand building.
This is a book about brands like no other. The insights and well-chosen cases sparkle through it. The writing is lively - even sassy. Unlike so many dry “academic†books on brands it is not packed with filler and hi-falutin’ theory - this is real world experiences smartly parsed and examined. You’ll get ideas from every page - new ideas as well as old ideas re-framed. While the focus is what the writers call the Ueber-Brands, there are stimulating examples and anecdotes here for anyone wrestling with their own brands whether Ueber yet or not. Even if you think you know it all already, this surprisingly engaging book is well worth your time for its fresh point of view.
Reading this book is much like experiencing an ueberbrand as it unfolds before you page by page. Though technically a business book that educates the reader on strategy, case studies, and frameworks, the tonality and voice behind the content sounds like that of a friend (albeit, a more experienced, well-traveled friend) - with the right amount of tongue-in-cheek humor and ease to keep you properly engaged. The ample insights to take away manage to feel like they're served up as a nice treat with some amusing anecdotes that you'll want to retell at a cocktail party (and build your own social currency), in great contrast to typical business case studies. Most practically and uniquely, the book is able to meet its reader on all parts of the spectrum - offering a historical and cultural study on the evolution of branding in layman terms to those who may just be avid consumers as well as turn-key applications (down to the self-evaluative business questions) for brand practitioners. A keeper and must-read for the smart stories inside as well as a handy guide for business building for years to come.
As a strategic planner working in beauty and fashion branding and marketing, this is basically the holy grail. These are the very topics I think about every day. This book provides a plethora of relevant examples and interesting new language that I can use to have the right conversations with my clients to move their brands forward. I often talk about the importance of brands and starting with the "WHY" as a key foundation to their purpose. I love the distinction Wolfgang gives for brands with this higher meaning and cultural significance - Ueber brands! These are brands that build a cult following and then live their dream and purpose through the right products, culture and experiences. I also always talk about the importance of storytelling. It is so true and clever how these writers have doubled clicked (metaphorically) on storytelling to drill in deeper on what it means for Ueber brands which is mythical storytelling. A brand myth is a more elevated and emotional way to bring the story to life, which in this day and age, is everything. The first time I read this book, it was about enjoying and understanding the big picture. Now, I need to go back through and do some old-school highlighting for practical usage and references. PS: If you are passionate about lifestyle and fashion brands, you will hopefully love the brilliant case studies because for me, they have chosen brands that I personally relate to and admire.
Overall, it's not a bad read but it rambles on too much and loses focus. By mixing labels (luxury, prestige, ueber, etc.) the authors end up focusing on brands in various segments. Perhaps that's the point, but it ends mudding the waters of strategy - some ideas are indeed good and very applicable to luxury, others have no place there. All the same, I'd recommend reading it for stories and picking and choosing some ideas.
The book is quite interesting with some practical examples; at the same time, it could have had more diversified examples in terms of industries and also gone deeper into the challenges of having an Ueber-brand within a bigger and more diverse brand (ex. Armani, American Express, etc).
This daring book approaches prestige branding during a time when the word prestige has, in some circles, become a dirty word. It cuts to the heart of what some consider to be an evolution of capitalism. However, rather than focussing on the superficiality of prestige, the book addresses the meaning, dreams, quality and often positive aspects of prestige brands. In short, it is not one sided. I respect it for the quality of writing, the intelligence of its arguments and its admission that in the end "meaning" trumps all.
Really nice thoughts here in this book about branding. Two experienced professionals that lay out the principles for building prestige brands. They lay out seven principles of prestige brands which have been built based on their extensive work experience and numerous interviews with well-known marketers. In my opinion these are good and helpful guidelines for marketers. The authors illustrate their principles with numerous case studies so it makes the book very readable.
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