Brand Elevation – Lessons in Ueber–Branding
Autor Wolfgang Schaefer, Jp Kuehlweinen Limba Engleză Paperback – 2 ian 2021
Brand Elevation explains the stories of successful prestige brands, from a range of categories and backgrounds. Covering start-ups to classic organizations, membership brands to NGOs and branded spaces to blue chip companies, the authors interrogate these prestige companies and explain how any business, irrespective of its market segment or level, can learn the lessons from successful luxury categories and apply them to their own organization.
Brand Elevation includes case studies and interviews from companies as diverse as Chobani, Coppola, Vanguard, the New York High Line, Tiffany & Co. and Pernod Ricard. Addressing business challenges such as taking e-commerce from convenience to experience, building a digital presence for a brand, being exclusive to customers throughout the customer journey and moving from standardization to personalization, Wolfgang Schaefer and JP Kuehlwein skillfully explain how any brand can become a prestige brand.
Toate formatele și edițiile | Preț | Express |
---|---|---|
Paperback (1) | 293.92 lei 6-8 săpt. | |
Kogan Page – 2 ian 2021 | 293.92 lei 6-8 săpt. | |
Hardback (1) | 689.41 lei 6-8 săpt. | |
Kogan Page – 2 ian 2021 | 689.41 lei 6-8 săpt. |
Preț: 293.92 lei
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Specificații
ISBN-10: 1789664667
Pagini: 304
Dimensiuni: 156 x 233 x 22 mm
Greutate: 0.59 kg
Editura: Kogan Page
Notă biografică
Wolfgang Schaefer is CEO and Founder of zwoelf consulting, specialized in narrative brand strategies. Based in Berlin and NYC, he lectures at XU Exponential University Potsdam and other schools in Europe and the US. For the past 25 years as chief strategist he has worked with many of the world's top marketers at LVMH, P&G, Miele, Swarovski, Coty and Unilever et al.
JP Kuehlwein is the Founder of marketing consultancy Ueber-Brands. He's also Adjunct Professor of Marketing at NYU Stern and Columbia Business School and leader of the Marketing Institute at The Conference Board think tank. Previously, he was Executive Vice President at Frederic Fekkai & Co as well as Brand Director and Director of Corporate Strategy at Procter & Gamble.
Descriere
How can a brand become one of those peerless 'Ueber-Brands' we all admire and are willing to pay a premium for? - Is there a proven process? - Where should we start?
Brand Elevation explains the main drivers behind brands becoming peerless and priceless and how to harness these principles to develop a winning brand strategy. Written for marketers and brand managers of all levels of experience, and for both those working in start-ups and established players, it proposes a six-step, easy-to-follow program to elevate your brand.
Brand Elevation explores challenges such as creating a distinct and brand-guiding mission, mediating between exclusivity and inclusion and mastering the art of seduction. Featuring case studies and expert accounts from organizations including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand.