Brand elevation : lessons in ueber-branding / Wolfgang Schaefer and JP Kuehlwein.
"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 princ...
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| Online Access: |
Full Text (via Skillsoft) |
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| Main Authors: | , |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London, United Kingdom ; New York, NY :
Kogan Page Limited,
2021.
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| Subjects: |
| Summary: | "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"-- |
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| Physical Description: | 1 online resource |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781789664676 1789664675 |
| Source of Description, Etc. Note: | Description based on online resource; title from digital title page (viewed on February 11, 2021). |