Brand Elevation: Lessons in Ueber-Branding

Brand Elevation provides a six-step program to develop a winning brand strategy, featuring case studies and expert accounts from organizations such as Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube.

Format: Paperback / softback
Length: 304 pages
Publication date: 03 January 2021
Publisher: Kogan Page Ltd

Brands have the potential to become exceptional and highly valued, known as "Ueber-Brands." This allure stems from several key factors, which are explored in detail in Brand Elevation. Written for marketers and brand managers at all levels of experience, this book offers a comprehensive six-step program to elevate a brand. It addresses challenges such as defining a unique and guiding mission, navigating the balance between exclusivity and inclusivity, and mastering the art of seduction.

Through captivating case studies and insights from renowned organizations like Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein demonstrate how any brand, regardless of sector and industry, can aspire to become a modern prestige brand.

By understanding and leveraging these principles, brands can differentiate themselves, create a strong emotional connection with their target audience, and command premium prices. Brand Elevation provides valuable guidance and practical strategies for brands seeking to achieve peerless status and long-term success.

Weight: 518g
Dimension: 157 x 233 x 22 (mm)
ISBN-13: 9781789664669