Rethinking Prestige Branding – Secrets of the Ueber-Brands investigates this question and lays out a model to control advertisers in making, keeping up and growing a brand that legitimises premium pricing.
The authors JP Kuehlwein, an accomplished Procter and Gamble advertiser, current Executive Vice President at Frédéric Fekkai and Wolfgang Schaefer, Chief Strategic Officer at SelectNY, are very much set to have a perspective on the subject.
They effectively dispute that there is ‘another sort of notoriety’ that remixes everyday indulgence systems.
Today, for instance, admiration can originate from ‘knowing as opposed to having’, ‘toning it down would be best’, and purchasers progressively hunt for genuine attraction amidst an onslaught of natural and obvious decisions.
Any advertiser will appreciate the study of an expanded variety of brands.
From the usual premium residing of brands, for example, Innocent to ultra-premium design brands and the book is charming and simple to jump into for motivation.
In any case, this book additionally offers significantly more than a typical collection of tales and examples.
The specific view of the book is that it depends on breaking down 100+ case cases to create an organised model of Rethinking Prestige Branding with seven building pieces.
The creators lead us deliberately through the seven building blocks: a solid mission; adjusting inclusivity with selectiveness; offering with attraction; myth-production and profound brand meaning; items as an indication of the story; living the brand with the correct culture and association; development without undermining the brand.
It is refreshing to take a look at Rethinking Prestige Branding through the perspective of an organised model and not merely through stories about imaginative ‘geniuses’.
Rethinking Prestige Branding
- Paperback: 272 pages
- Publisher: Kogan Page; 1 edition (May 28, 2015)
- Language: English
- ISBN-10: 0749470038
- ISBN-13: 978-0749470036
- Product Dimensions: 6 x 0.6 x 9 inches
- Shipping Weight: 9.9 ounces