{"product_id":"9780749479220-rethinking-prestige-branding","title":"Rethinking Prestige Branding","description":"\u003cmeta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\u003e\u003cp\u003e\u003cspan\u003eSecrets of the Ueber-Brands\u003cbr\u003eExamine   the successful developments and promotion of prestige brands in the luxury   industry, gaining insight into not just into how they're sold, but how   consumers respond to them.\u003cbr\u003eWhat 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 \u003cb\u003eJP Kuehlwein \u003c\/b\u003eand \u003cb\u003eWolfgang Schaefer\u003c\/b\u003e have dedicated themselves to studying what drives the success of prestige brands. \u003ci\u003e\u003cb\u003eRethinking Prestige Branding\u003c\/b\u003e \u003c\/i\u003ecollects their insights.Uncovering the secrets of why and how some brands are created more equal than others, \u003cb\u003e\u003ci\u003eRethinking Prestige Branding \u003c\/i\u003e\u003c\/b\u003e includes over 100 case studies from Apple and Abercrombie \u0026amp; 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.\u003cbr\u003e\u003cbr\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"Rarewaves","offers":[{"title":"Default Title","offer_id":55209828680054,"sku":"9780749479220","price":111.7,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0092\/7504\/8033\/files\/orig_28658363.jpg?v=1738234072","url":"https:\/\/www.rarewaves.com\/products\/9780749479220-rethinking-prestige-branding","provider":"Rarewaves.com","version":"1.0","type":"link"}