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Rethinking Prestige Branding: Secrets of the Ueber-Brands (英语) 平装 – 2015年5月3日

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基本信息

  • 出版社: Kogan Page Ltd (2015年5月3日)
  • 平装: 272页
  • 语种: 英语
  • ISBN: 0749470038
  • 条形码: 9780749470036
  • 商品尺寸: 15.2 x 1.4 x 22.9 cm
  • ASIN: 0749470038
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  • 亚马逊热销商品排名: 图书商品里排第2,347,431名 (查看图书商品销售排行榜)
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媒体推荐

"The secrets and principles behind some of the most powerful brands on the planet."--Charles Franklin "Small Business Trends " "The game has changed and continually changes but the one thing that must remain is a laser focus on the emotions of our consumer. JP and Wolfgang have drilled to the true essence of the Ueber-Brand breaking it all down to where the emotional content really lives."--Ian Ginsberg "President C.O. Bigelow Apothecaries " "To escape price competition there are not many routes: one can adopt the luxury strategy...Another one, seemingly related yet different, is to build brand that endow their buyers with prestige in the eyes of their tribe -- based on an extensive benchmarking this book unveils the seven major clues explaining the success of these brands. This is a much welcome book for all marketing VPs."--Jean-Noel Kapferer "Professor, HEC Paris, and Author "" "An essential and timely meditation on the nature of brands, luxury, and the relationship between ownership and identity. The authors have given us a book that reflects deeply on the interconnectedness of material culture and the most ethereal aspects of human nature. An unlikely and very rewarding investigation into core human values."--Dr. David LaRocca "Director of documentary "Brunello Cucinelli: A new philosophy of clothes" "" ""Rethinking Prestige Branding "is very timely.In a rapidly changing world where prestige brands are facing explosive growth and incredible challenges, Wolfgang and JP provide a framework to understand and develop 'Ueber-Brands.'"--Professor Srinivas K. Reddy "Academic Director, LVMH-SMU Asia Luxury Brand Research Initiative "" ""Rethinking PrestigeBranding" describes in an entertaining way today's marketing paradigm of prestige and luxury brands.It's an absolute must-read for any marketer working within the prestige or luxury industries."--Atissa Tadjadod "Director Global Communications, Piaget (Richemont International) "" "A compelling, enlightening and fascinating translation of the language of luxury. The authors have thoughtfully analysed and carefully defined a subject matter that has been overlooked in its significance to culture and contribution to innovation."--Gwen L. Whiting and Lindsey J. Boyd "Co-founders, The Laundress "" "I was fascinated by the authors' approach, and highly encourage you to read this book."--Dr. G. Clotaire Rapaille "Founder-CEO, Archetype Discoveries Worldwide " "You have to be able to make your customer dream and love your product...The authors help professionals and people who are about our industry to dig in some of its 'secrets.'"--Christian Foddis, Managing Director "Greater China, Salvatore Ferragamo " "I enjoyed reading the book because the authors do not restrict themselves to luxury brands but explain concepts from multiple and varied industries.They have chosen carefully companies which are not only well-known but are making news in their respective industries and categories."--Professor Ashok Som "Founding Director, ESSEC-IIMA Global Management Program on Luxury and Retail "" "This book made me reflect on the Moleskine brand in a radically different way.There is much to learn from its innovative approach."--Maria Sebregondi "Co-founder, Moleskine "" "With this book and the 'Ueber-Brand' concept we are all stimulated to put a new energy to our brands as conditions for success in the contemporary world. Easy reading and not only academic but rich with real examples of success."--Fabrizio Penta de Peppo "Professor of Luxury Marketing Management, Instituto Europeo di Design "" "A thoroughly enjoyable read. The well researched and insightful principles provide a new framework to define prestige branding in the socially connected landscape. And in a world where creating an aspiration brand is more about high values than high value and demands a connection to the consumer's mindset versus their wallet."--John Goodwin "CFO and Executive Vice President, Business Enabling, LEGO "" ""Rethinking PrestigeBranding "provides a thorough understanding of the often paradoxical rules for successful premium band management. This book presents a complete and information-packed resource covering every aspect of this mythical sector."--Professor Christiane Beyerhaus, Program Director "Global Brand&Fashion Management, International School of Management "" "As these authors demonstrate, anyone can be everything to everyone but to become a seductive Ueber-Brand, nothing is as volatile as a dream."--Patrick Hanlon "CEO, Thinktopia " "Thoughtful and probing, Schaefer and Kuehlwein expertly delve into the marketing alchemy of Ueber-Brands beyond superficial catch-phrases and generic notions. Empirical in essence and laced with philosophical quotes, yet triangulated with years of practitioner experience, the authors' distill 7 key precepts on how to stay remarkable in prestige branding. A fresh and comprehensive work. Definitely worth the read."--Deryck J van Rensburg "President, Global Ventures, The Coca-Cola Company "" Kuehlwein and Schaefer find the rules of luxury have changed once again. In this new world, how can prestige brands expand reach while maintaining their status as leaders? This book is a great read for managers charged with building and maintaining prestige brands. --Scott Galloway "Professor of Marketing, NYU Stern "" This is one of the best new books to come out in recent years on the changes and elevations of branding in marketing and society today, through to their mythic aspects. The book will fit into the improvements and enhancements necessary to explain what is going on with digital technologies and group taste and consumption worlds. Bravo!"--Robert Kozinets, Professor of Marketing Schulich School "York University "" "Shifts in demographics and world view have meant that the approaches for Prestige brands in every category are changing. JP and Wolfgang's book sets a clear compass, balancing the mystery of magic and distance with the importance of purpose, meaning and customer delivery."--Jenny Ashmore, President "Chartered Institute of Marketing "" "Kuehlwein and Schaefer find the rules of luxury have changed once again. In this new world, how can prestige brands expand reach while maintaining their status as leaders? This book is a great read for managers charged with building and maintaining prestige brands."--Scott Galloway "Professor of Marketing, NYU Stern " "This is one of the best new books to come out in recent years on the changes and elevations of branding in marketing and society today, through to their mythic aspects. The book will fit into the improvements and enhancements necessary to explain what is going on with digital technologies and group taste and consumption worlds. Bravo!"--Robert Kozinets, Professor of Marketing Schulich School "York University "

作者简介

Wolfgang Schaefer is Chief Strategic Officer at SelectNY, one of the world's leading premium brand building networks. Wolf has been building global brand strategies for over 20 years in Europe, the US and Asia Pacific for companies as diverse as PepsiCo, P&G, Unilever, Coty and Nestle. His main expertise lies in prestige brands such as Davidoff, Chopard, Swarovski, Lancaster amongst many others. Holding an MA from the University of the Arts Berlin, Wolf is co-located between NYC and Berlin and is a frequent lecturer at universities and conferences in the US as well as Europe. JP Kuehlwein is Executive Vice President at Frederic Fekkai, a New York-based prestige salon operator and hair care brand and an Outside Director of Smith & Norbu, a luxury optical frame maker in Hong Kong. He draws on over twenty years of hands-on experience in managing brands at Procter & Gamble across markets in Europe, North America and Asia. JP holds degrees in international management and business analysis from the universities of Reutlingen (Germany), Reims (France) and Lancaster (UK) and enjoys sharing his business and branding insights with students and marketers across the globe.

商品评论

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此商品在美国亚马逊上最有用的商品评论 (beta) (可能包括"Early Reviewer Rewards Program"的评论)

美国亚马逊: 平均4.8 星 32 条评论
2/2 人认为此评论有用
平均5.0 星 lucrative story-telling at its best (for both brand junkies and the everyday consumer) 2015年6月29日
评论者 michelle lin - 已在美国亚马逊上发表
版本: 平装 已确认购买
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.
1/1 人认为此评论有用
平均5.0 星 A smart and stylish read! Loved the mythical storytelling angle to elevate brands 2015年9月23日
评论者 Kelly Conkright - 已在美国亚马逊上发表
版本: 平装 已确认购买
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.
平均5.0 星 Modern view of Brand Building 2016年4月6日
评论者 PK - 已在美国亚马逊上发表
版本: 平装 已确认购买
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.
平均5.0 星 solid 2017年5月16日
评论者 milliesmommy - 已在美国亚马逊上发表
版本: 平装 已确认购买
Excellent read for newer employees in luxury product sales or marketing, especially if you are at an agency. I my employees read it.