Brand Elevation
This book
Lessons in Ueber-Branding
<< Explains how any marketer, in any
category, can benefit from knowing about prestige branding
Edition 1
<< Provides actionable checklists and
Date
03/07/2020
Paperback Ebook Hardback
9781789664669 £29.99 9781789664676 £29.99 9781789664683 £90.00
advice on how to apply the power of prestige to their own brand and how to build a B2B prestige business
<< Includes answers to key questions such as how to operate a luxury brand on social media
Pages 288 Dimensions 234x156 Subject Branding
Author Information
Description
Wolfgang Schaefer is Chief Strategic Officer at Select World, a leading premium brand building network, based in New York and Germany. He has over 20 years’ experience building brand strategies globally for companies such as PepsiCo, P&G, Unilever, Coty and Nestle. His expertise lies in prestige brands such as LVMH, Davidoff, Chopard, Swarovski and Wella.
The luxury goods industry, which includes drinks, fashion, cosmetics, fragrances, watches and jewellery, luggage and handbags, is on a constant upward growth curve. It’s a truly global market with the world’s top 100 luxury brands making sales of over $250 billion each year. Other than price alone, what is it about this market that makes it so valuable?
JP Kuehlwein is a recognized global brand builder and strategy expert, based in New York. He has 20+ years of hands-on experience in creating or re-staging brands. He served as Managing Director of Global Strategy & Innovation - Premium Consumer at Procter & Gamble and was Executive Vice President of its Premium Hair Care subsidiary Frédéric Fekkai & Co.
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 skilfully explain how any brand can become a prestige brand.
Table of Contents 1 1.1 1.2 1.3 2 2.1 2.2 2.3 3 3.1 3.2 3.3 3.4
72
Marketing & Communications
3.5
The power of prestige – The ueber-model of brand elevation A new kind of prestige The ueber-brand model (including the six dimensions) The ueber-process 101 Marketing forward – Ueber-answers to branding’s biggest challenges Are we post-purpose? Why brands will always need a why Is Uber ueber? When platforms become brands Medium or message? How communication is being reintegrated Lessons from the top – Ueber-branding in action Rimowa – How to build a powerful influencer strategy [Hector Muelas, CMO Rimowa] LVMH – [Mathilde Delhoume, Global Brand Officer LVMH] Kashi – Building a healthy premium in mass [Ivan Pollard, Global CMO General Mills] Pernot Ricard – CRM in prestige [Tareef Shawa, Director Luxury/CRM at Pernot Ricard] Tiffany & Co. – Walking the fine line between proximity and distance [Andrea Davey, SVP Global Marketing, Tiffany & Co.]
3.6 We-Work – Reinventing the way we work – That’s ueber 3.7 Google – Lifting brands beyond words through YouTube [Rija Goldscheider, Video Brand Evangelist, Google] 3.8 Vanguard 3.9 Volvo
Related Titles Rethinking Prestige Branding 9780749470036 £19.99
The Luxury Strategy 9780749464912 £34.99
