Rethinking Prestige Branding

Secrets of the Ueber-Brands

Autor: Wolfgang Schaefer, J P Kuehlwein

Jazyk:

Vazba: Pevná

Vydavatel: Kogan Page Ltd

Dostupnost: Skladem u dodavatele

Odesíláme za 10-18 dnů

2 839 Kč

What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite b...

Informace o knize

Autor

Wolfgang Schaefer, J P Kuehlwein

Jazyk

Angličtina

Vazba

Kniha - Pevná

Vydáno

2016

Stránek

272

EAN

9780749479220

ISBN

9780749479220

Enbook ID

10916143

Vydavatel

Kogan Page Ltd

Hmotnost

574

Rozměry

241 x 164 x 23

Kompletní popis

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 the marketing professional just as much as those who are simply curious as to how premium brands tick.

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Rethinking Prestige Branding

Secrets of the Ueber-Brands

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