Rethinking prestige branding : secrets of the ueber-brands /

"What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's?Rethinking Prestige Branding uncovers t...

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Bibliographic Details

Main Authors:	Schaefer, Wolfgang (Author), Kuehlwein, J. P. (Author)
Format:	Book
Language:	English
Published:	London ; Philadelphia ; New Delhi : Kogan Page, 2015.
Subjects:	Branding (Marketing) Brand name products. BUSINESS & ECONOMICS / Marketing / General. BUSINESS & ECONOMICS / Advertising & Promotion.