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