Rethinking Prestige Branding

Secrets of the Ueber-Brands

by: Wolfgang Schaefer|JP Kuehlwein

in: Marketing & Sales

Summary:

The book explores the strategies and principles that elevate certain brands to an elite status, known as 'Ueber-Brands', by delving into their ability to create a strong emotional connection with consumers and maintain a sense of exclusivity. It provides insights into how these brands craft compelling narratives, cultivate mystique, and foster a sense of community and purpose to differentiate themselves and command premium pricing.

Key points:

1. Myth-Making: Prestige brands build a powerful story that connects emotionally with customers, going beyond product features to include history, values, and experiences.

Buy book on Amazon