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Prestige brand experts JP Kuehlwein and Wolfgang Schaefer uncover the formula for what drives the success of iconic brands, offering a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally.
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.
- Sales Rank: #278628 in Books
- Published on: 2015-05-28
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .55" w x 6.00" l, 2.20 pounds
- Binding: Paperback
- 272 pages
Review
"It's often said that luxury brands follow their own rule book. That those who master it are a breed far apart from the annals of academia, brand keys and value propositions. For the most part that holds true. But after reading 'Rethinking Prestige Branding, I dare say that even luxury's rule book has been radically rewritten with this engaging and provocative treatise. It dovetails succinctly with the evolution of luxury marks I've had the pleasure (and pain) of leading."
Uwe Ellinghaus, Chief Marketing Officer Cadillac (previously Montblanc and BMW)
"Consumers today expect so much more from brands than just the physical product. Particularly premium products need to wrap service, meaning, and engagement around an authentic consumer experience, and digital and social media open up a canvass of possibilities. This book inspires our thinking about the possibilities at so many levels."
Pete Blackshaw, Global Head of Digital, Nestle
Author of, "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000"
'I have been involved in brand equity building for more than 20 years. I found "Rethinking Prestige Branding" to be insightful and enjoyable, practical and at the same time conversational . Schaefer and Kuehlwein share important principles of Ueber branding illustrated with a wide array of case studies, brand stories and industry insights sparking imagination - for everyone interested in brands and in delivering sustainable business success. Inge Heinsius, International Strategy and Marketing Expert, former CMO Godiva
'In a world of disparate alternatives, consumers are choosing to express themselves with brand choices that reflect their values. Kuehlwein and Schaefer expertly navigate these waters to enable the architects of prestige brands.'
Andy England, Executive Vice President, Chief Marketing Officer MillerCoors
"The emergence of modern prestige brands reflects a paradigm shift in consumer behaviour that should not be ignored by marketers. This book gives readers a refreshing perspective on brand management, and serves as a good companion to any MBA or EE marketing course."
Dr. Ken Kwong-Kay Wong, Assistant Professor, Retail Management, Ryerson 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)
"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)
"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)
"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)
"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)
Marketing communication, branding and marketing professionals
“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)
"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)
"Rethinking Prestige Branding 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)
"The secrets and principles behind some of the most powerful brands on the planet." (Charles Franklin Small Business Trends)
“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)
"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)
"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)
"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")
"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)
"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)
"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)
"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 was fascinated by the authors' approach, and highly encourage you to read this book." (Dr. G. Clotaire Rapaille Founder-CEO, Archetype Discoveries Worldwide)
"Rethinking Prestige Branding 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))
From the Inside Flap
An essential and timely meditation on the nature of brands, luxury, and the relationship between ownership and identity. Schaefer and Kuehlwein contribute a radical account of a new vanguard in branding--Ueber-Brands. 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.
David LaRocca, Ph.D.
film director 'Brunello Cucinelli: A New Philosophy of Clothes'
author of Emerson's English Traits and the Natural History of Metaphor
Visiting Scholar, Department of English, Cornell University
"A compelling, enlightening and fascinating translation of the language of luxury. Wolfgang Schaefer and JP Kuehlwein have thoughtfully analyzed 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
The Laundress Co-Founders
From the Back Cover
Rethinking Prestige Branding - Secrets of the Ueber-Brands:
- helps you understand how the prestige marketing model succeeds to attract the media, analysts and consumers alike
- provides insight into both, the practical marketing of prestige brands and how consumers respond to them psychologically and emotionally
- shows how to upgrade brands facing the "squeeze in the middle", a polarization to high-end/lifestyle or commoditized retailer brands.
Most helpful customer reviews
6 of 6 people found the following review helpful.
Rethinking Prestige Branding
By J. Hamby
I have to take a star off for a couple of reasons. Which I will get to.
First though I think this is a nicely researched and thought out look at the Ueber brands that seem to either have incredible cache or simply burst on the scene and at worst maintain a status of want among consumers that is always steady. But usually that want only increases.
I enjoyed some of the looks at these mega brands. The use of Hermes and Panera of all combinations in putting the work on its own customers as a means of allure was fun and fascinating.
My quibbles. Well including Abercrombie & Fitch in light of the recent abs-must-go. This is an example in that I never felt that the approach included how far some of these mighty product sellers can fall. Or how quickly. They are not invincible and yet the book seemed to consider them almost indestructible. It also lacked a greater history of the so-called ueber brands. There have been examples in the past that come to mind. Or at least ones that would make me wonder if they fit going by the criteria set. The Sears catalog comes to mind. Now a thing of the past.
Another quibble was that some of the examples used to support their argument seemed hand picked. I think that Red Bull's allure is not as rooted in the subversive dare-devil crowd so much as it might be doing nothing more than selling the same pipe dream that pretty much most sodas and other beverages do. Those ads are selling a lifestyle that is viewed as a kind of ultimate. Red Bull is complex in that it also sells a heightened experience which I think ties into the allure/notion of getting way with drinking something you shouldn't as well. But with the way Red Bull was addressed it seemed like the authors were focusing on one thing that fit their notions rather than applying their notions to that thing. If that makes sense. It also kind of shocked me that two who obviously know way more than I ever will mention a Coke ad as the sexualization of the male in commercials when Lucky Vanous and Diet Coke were more than a couple of years before. And made a huge splash in pop culture long before social media made it so much easier to do so. He was a guest star on sitcoms for goodness sake. But even before he came along there was a huge shift with male models being used to sell soda and beer as sexual objects. It just seemed odd. Not as odd as using the Chairman of Unilever's self-serving statement as a proof, let alone face value.
But this is a book aimed at consumerism being good. And how to go about being good at succeeding in that area. And that alone, though a bit dry and statistic laden (but that itself is deliberate and the type of book it is), makes it worth picking up. And the authors do a fantastic job of mixing both information, fact and their own speculation. Just when numbers might start to bog the book down, there is a careful shift to get back into the more perhaps fluffy aspects that are fascinating and will have people looking at branding and commercials/ads in a whole new way.
4 of 4 people found the following review helpful.
A smart page-turner about successful brands
By Michael Pollock
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.
2 of 2 people found the following review helpful.
lucrative story-telling at its best (for both brand junkies and the everyday consumer)
By michelle lin
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.
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