Brand Elevation

Beschreibung

Put brand theory into action and learn from the strategies and expertise of luxury organizations, to understand why certain brands become stellar prestige brands.
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.
Explains how any marketer, in any category, can elevate their brand and become a modern prestige brand
Provides actionable checklists and advice on how to apply the power of prestige to add meaning to a brand, making it peerless, priceless and profitable
Includes answers to key questions such as how to operate a luxury brand on social media
Packed with case studies from leading global brands including including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube

Autor*in

Wolfgang Schaefer
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.

Themen in »Brand Elevation«

Luxury marketing Luxury branding Brand strategy Luxury brands Consumer behaviour Aesop Tesla Advertising strategy

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"A must-read for both the managers of mass brands that used to dominate and teams at start-ups that set out to disrupt the market."
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"I always believed that a brand is what makes a product worth more than the product itself. And what makes it worth a whole lot more is creating an Ueber-Brand. It takes creativity, courage and cash to make that happen - and the principles outlined in this excellent book."
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"In this second book on 'Ueber-Branding', The authors provide a step-by-step approach on how to build brands that instil strong desires in customers."
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"A well-curated practical guide for brand builders who understand the value of values. The thought-provoking 'Dream-Do-Dare' framework will help you define and operationalize your brand purpose in a way that elevates profit as well."
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"Provides insightful guidance and inspiration not only on how to create a 'love brand', but how to maintain one."
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"Standing out in a burgeoning panoply of branding literature is no mean feat. Schaefer and Kuehlwein have done it again with Brand Elevation - a practitioner's road-map to curating brand desire and equity."
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"An astute, practical and ethical guide to branding and marketing for companies willing to self-examine the best purpose of their enterprise, and cultivate long-term relationships with their customers on the basis of shared values and identity."
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"Makes an incredibly complex marketing innovation clear to anyone: it provides the fundamentals to break down what gives a brand meaning and how to give inanimate objects animate characteristics."
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"Explains perfectly how much the classical approach to marketing has changed and how small new brands - Ueber brands with a real story to tell - become so relevant. A must-read for everyone who wants to understand this recent development!"
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"A highly relevant book for every business executive and marketing student, offering in-depth analyses, a hands-on how-to program, and rich case studies all in one. A unique and outstanding reference to deliver superior brand performance."
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"A must-read for any marketer wanting to elevate a brand - and that is almost everyone of us."
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"This book follows-up on JP and Wolf's first book with step-by-step instructions on how brand builders can go about elevating their brands and taking them 'ueber' - above and beyond the crowd of competitors."
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