Brand Elevation
Regular price
€45.99
A01=JP Kuehlwein
A01=Wolfgang Schaefer
Advertising strategy
Aesop
Age Group_Uncategorized
Age Group_Uncategorized
Author_JP Kuehlwein
Author_Wolfgang Schaefer
automatic-update
Brand strategy
Category1=Non-Fiction
Category=KJSA
Category=KJSC
Consumer behaviour
COP=United Kingdom
Delivery_Delivery within 10-20 working days
eq_bestseller
eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Language_English
Luxury branding
Luxury brands
Luxury marketing
PA=Available
Price_€20 to €50
PS=Active
softlaunch
Product details
- ISBN 9781789664669
- Weight: 515g
- Dimensions: 155 x 233mm
- Publication Date: 03 Jan 2021
- Publisher: Kogan Page Ltd
- Publication City/Country: GB
- Product Form: Paperback
- Language: English
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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.
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.
