Ebook 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
Ebook Rethinking Prestige Branding: Secrets of the Ueber-Brands, by Wolfgang Schaefer J. P. Kuehlwein
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With insights from interviews with 50 premium brand experts and over 100 case studies from companies including Apple, Red Bull, Cirque du Soleil, and Hermès, Rethinking Prestige Branding will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick.
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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