Brand Elevation Lessons in Ueber-Branding
Brand Elevation Lessons in Ueber-Branding by Wolfgang Schaefer, published by Kogan Page in 2021, is a comprehensive guide that delves into the principles behind creating exceptional brands that command admiration and premium pricing. This edition spans 304 pages and is presented in English. The book outlines a structured approach to brand strategy, making it accessible for marketers and brand managers at all experience levels, whether they are part of start-ups or established companies.
Readers will discover a six-step program designed to elevate their brand, addressing key challenges such as defining a unique brand mission and balancing exclusivity with inclusivity. The text includes case studies and insights from notable organizations like Airbnb and Starbucks, illustrating how brands across various sectors can achieve prestige. Brand Elevation serves as a practical resource for those looking to enhance their branding efforts in the competitive landscape of business and marketing.
Official synopsis Publisher
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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