Rethinking Prestige Branding: Secrets of the Ueber-Brands

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 Guccis approach to marketing have in common with Nespressos? 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 todays marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.