Rethinking prestige branding: secrets of the ueber-brands
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2015
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 254 S. Ill. |
| ISBN: | 9780749470036 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | Titel: Rethinking prestige branding
Autor: Schaefer, Wolfgang
Jahr: 2015
CONTENTS
Preface, or what do a Red Bull
and a Grey Goose bave in common? xi
Acknowledgements xiii
part one Rethinking prestige branding 1
The times they are a-changing 5
Where s the magic? 5
Culture, commerce - unite! 6
Capitalism, evolved 7
Consumerism, re-rooted 7
The limits of money 8
The importance of knowledge 8
The age of transparency 9
One in a million 9
Together apart 10
From marker to myth - a brief history of branding h
Brand as quality guarantor 12
Brand as badge 13
Brand as building block 13
Brand as medium 14
Brand as myth 15
A new kind of prestige - or what we mean by
Ueber-Brands™ 17
Ueber-Brands: three key dimensions, one stellar position 18
Ueber-Brands: an old term of new-found relevance 20
part two The seven secrets of Ueber-Brands 23
It s practical - but also conversational 24
It s numerologicaP - how eise to explain there are seven? 26
It s symmetrica! - with myth in the middle 27
I Contents
Principle i: Mission incomparable - the first rule
is to make your own 29
Apart. Ahead. Above. 30
Mission route 1: Noblesse Oblige, or the price of
greatness 34
Our shift to a Bobo culture 40
Mission route 2: Reinvention, the little brother of
responsibility 41
Quod licet fovi, non licet bovi 44
Principle 1: The rules for a mission incomparable 47
Ueber-Brand case study 1: Patagonia - the meaningful
exploration of nature 48
Principle 2: Longing versus belonging - the
challenge is both 57
The power of the velvet rope 58
Velvet roping 1: Reaching high to win up 62
Designing an Ueber-Target 66
Longing and belonging online 68
Velvet roping 2: Laying low to stay up 71
Principle 2: The rules of longing and belonging 76
Ueber-Brand case study 2: Red Bull - longing to have wings 77
Principle 3: Un-selling - the superiority of
seduction 85
Of pride and provocation 86
How Ueber-Brands turn celebrity endorsements
on their head 91
Avert the overt 93
It s an art 96
Walk the talk 100
Principle 3: The rules of un-selling 105
Ueber-Brand case study 3: Aesop - un-selling beauty 106
Principle 4: From myth to meaning - the best
way up is to go deep 115
The power of storytelling 116
Myths as Ueber-Stories 123
Contents
Making myths: what to respect 131
Seven steps to heaven 133
Principle 4: The rules of from myth to meaning 135
Ueber-Brand case study 4: MINI - myth revisited - from
underdog challenger to fun provocateur 136
Principle 5: Behold! - the product as
manifestation 145
The product as essence 146
Yuan Soap - a story of essence 148
Make it a holy grail 150
Inspiring the modern romantics 154
Make it unmistakable 155
Make it the centre of attention 159
Principle 5: The rules to behold 164
Ueber-Brand case study 5: Nespresso - coffee as crema
de la creme 165
Principle 6: Living the dream - the bubble shall
neverburst 173
Nothing is as volatile as a dream 174
Of gods and masters: the question of leadership 177
Together apart - the concept of ring-fencing 179
Radiating inside out: it all Starts with the culture 182
The world according to you 187
Principle 6: The rules of living the dream 192
Ueber-Brand case study 6: Living it like Brunello Cucinelli
or the Freitag brothers 193
Principle 7: Growth without end - the ultimate
balancing act 203
Star power - it s a matter of balance 204
A different trajectory 206
Grow with gravitas - the ideal, but not always real 209
Grow back - the way of the rose as royal privilege 211
Grow sideways - the most populär alternative to
drive profit 212
Grow up - the golden route to balance expansion 214
Contents
Grow with passion - the need to stick to your
Ueber-Target 216
Growing without showing - the advantage of the web 218
Principle 7: The rules to growth without end 220
Ueber-Brand case study 7: Hermes and his off spring 221
Instead of a summary: 77+ questions 229
Bibliography 237
Index 247
|
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| spelling | Schaefer, Wolfgang Verfasser aut Rethinking prestige branding secrets of the ueber-brands Wolfgang Schaefer and JP Kuehlwein London [u.a.] Kogan Page 2015 XIV, 254 S. Ill. txt rdacontent n rdamedia nc rdacarrier BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Wirtschaft Branding (Marketing) Brand name products BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Advertising & Promotion Luxusgut (DE-588)4192138-0 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Luxusgut (DE-588)4192138-0 s Markenpolitik (DE-588)4144679-3 s Marketingstrategie (DE-588)4120697-6 s DE-604 Kuehlwein, JP Verfasser aut Erscheint auch als Online-Ausgabe 978-0-7494-7004-3 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028038973&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Schaefer, Wolfgang Kuehlwein, JP Rethinking prestige branding secrets of the ueber-brands BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Wirtschaft Branding (Marketing) Brand name products BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Advertising & Promotion Luxusgut (DE-588)4192138-0 gnd Marketingstrategie (DE-588)4120697-6 gnd Markenpolitik (DE-588)4144679-3 gnd |
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| title | Rethinking prestige branding secrets of the ueber-brands |
| title_auth | Rethinking prestige branding secrets of the ueber-brands |
| title_exact_search | Rethinking prestige branding secrets of the ueber-brands |
| title_full | Rethinking prestige branding secrets of the ueber-brands Wolfgang Schaefer and JP Kuehlwein |
| title_fullStr | Rethinking prestige branding secrets of the ueber-brands Wolfgang Schaefer and JP Kuehlwein |
| title_full_unstemmed | Rethinking prestige branding secrets of the ueber-brands Wolfgang Schaefer and JP Kuehlwein |
| title_short | Rethinking prestige branding |
| title_sort | rethinking prestige branding secrets of the ueber brands |
| title_sub | secrets of the ueber-brands |
| topic | BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Wirtschaft Branding (Marketing) Brand name products BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Advertising & Promotion Luxusgut (DE-588)4192138-0 gnd Marketingstrategie (DE-588)4120697-6 gnd Markenpolitik (DE-588)4144679-3 gnd |
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