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