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Rethinking Prestige Branding: Secrets of the Ueber-Brands by Wolfgang Schaefer, JP Kuehlwein (Paperback, 2015)

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Author: JP Kuehlwein, Wolfgang Schaefer. 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?.

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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 & 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.

Product Identifiers

Publisher
Kogan Page Ltd
ISBN-13
9780749470036
eBay Product ID (ePID)
212227453

Product Key Features

Author
Wolfgang Schäfer, Jp Kuehlwein
Publication Name
Rethinking Prestige Branding: Secrets of the Ueber-Brands
Format
Paperback
Language
English
Subject
Marketing
Publication Year
2015
Type
Textbook
Number of Pages
272 Pages

Dimensions

Item Height
233mm
Item Width
156mm
Item Weight
425g

Additional Product Features

Title_Author
Wolfgang Schäfer, Jp Kuehlwein
Country/Region of Manufacture
United Kingdom

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item 1 JP Kuehlwein Wolfgang Schaefer Rethinking Prestige Branding (Paperback)
AU $71.21
Free postage
item 2 JP Kuehlwein Wolfgang Schaef Rethinking Prestige Brandi (Paperback) (US IMPORT)
AU $85.44
Free postage
item 3 Rethinking Prestige Branding: Secrets of the Ueber-Brands by Wolfgang Schaefer (
AU $106.93
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Picture 1 of 1

Rethinking Prestige Branding: Secrets of the Ueber-Brands by Wolfgang Schaefer, JP Kuehlwein (Paperback, 2015)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 JP Kuehlwein Wolfgang Schaefer Rethinking Prestige Branding (Paperback)

item 2 JP Kuehlwein Wolfgang Schaef Rethinking Prestige Brandi (Paperback) (US IMPORT)

item 3 Rethinking Prestige Branding: Secrets of the Ueber-Brands by Wolfgang Schaefer (

Best Selling in Adult Learning & University

Australian Guidebook for Structural Engineers by Lonnie Pack (Paperback, 2019)

Eduqas GCSE (9-1) Religious Studies Route B: Catholic Christianity and Judaism by Deirdre Cleary, Andrew Barron, Joy White, Patrick Harrison (Paperback, 2017)

Time Management by Peter Quarry (Paperback, 1986)

The Ethnic Cleansing of Palestine by Ilan Pappe (Paperback, 2007)

Save on Adult Learning & University

The Australian Native Bee Hive Book: Keeping Stingless Sugarbag OATH Tim Heard

Weed Forager's Handbook: A Guide to Edible and Medicinal Weeds in Australia by A

Netter Atlas of Human Anatomy: Classic Regional Approach

The Indoctrinated Brain: How to Successfully Fend Off the Global Attack on Your

Tuning the A-Series Engine: the Definitive Manual on tuning for Performance or E

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