Rethinking Prestige Branding audiobook cover - Secrets of the Ueber-Brands

Rethinking Prestige Branding

Secrets of the Ueber-Brands

Wolfgang Schaefer and J.P. Kuehlwein

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Marketing & Sales

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Rethinking Prestige Branding
The Evolution of Prestige+
Defining the Ueber-Brand+
The 7 Secrets of Prestige Branding+
Actionable Strategy+

Quiz — Test Your Understanding

Question 1 of 8
According to the text, what has replaced extravagant price tags as the new primary driver of status for modern prestige brands?
  • A. Celebrity endorsements on social media
  • B. Knowledge, intelligence, and being 'in the know'
  • C. Mass-market availability and convenience
  • D. Aggressive flash sales and discounting
Question 2 of 8
How do 'Ueber-Brands' approach the concept of excellence in their respective markets?
  • A. They constantly strive to beat competitors on price.
  • B. They aim to win the most awards in pre-established, generic categories.
  • C. They define excellence for themselves rather than trying to meet someone else's terms.
  • D. They rely strictly on mass consumer surveys to define their quality standards.
Question 3 of 8
What is a potential, yet acceptable, consequence of a brand adopting a strong, unique mission, as demonstrated by the supermarket chain Edeka?
  • A. It may alienate some customers who prioritize other things, like low prices.
  • B. It completely eliminates the need for any future marketing campaigns.
  • C. It guarantees immediate, unchecked exponential growth in all demographics.
  • D. It prevents the company from ever changing its store layouts or employee training.
Question 4 of 8
In the context of Ueber-Branding, what does the 'velvet rope' metaphor represent?
  • A. The physical barriers placed in high-end retail stores to prevent theft.
  • B. The strict dress codes required for employees of luxury brands.
  • C. The legal protection of a brand's intellectual property and trademarks.
  • D. The balance of targeting an exclusive 'cool' in-group while naturally attracting a larger group of aspirational fans.
Question 5 of 8
What is 'un-selling', identified as the third secret of prestige branding?
  • A. Refusing to sell products to customers who do not fit the brand's aesthetic image.
  • B. Using subtle, seductive advertising instead of blatant, hard-sell pitches.
  • C. Offering deep discounts to clear out old inventory before a new season.
  • D. Completely eliminating the marketing department to rely solely on word-of-mouth.
Question 6 of 8
Why does the high-priced facial cream Crème de la Mer require users to carefully melt the product between their fingers before application?
  • A. To create a consumption ritual that elevates the product's prestige and fulfills the brand's myth.
  • B. Because the product's chemical formula is highly unstable at room temperature.
  • C. To slow down the user so they use less product, making the jar last longer.
  • D. To mask the synthetic ingredients that are commonly used in mass-market facial creams.
Question 7 of 8
According to the text, what leadership structure is highly effective for translating an Ueber-Brand's mission into profitable business decisions, as seen with Gucci?
  • A. A completely decentralized board of directors.
  • B. A rotating leadership model where employees take turns acting as CEO.
  • C. A single, authoritarian CEO who makes all design and financial decisions.
  • D. A two-person team consisting of an artsy visionary and a business buff.
Question 8 of 8
How should an Ueber-Brand approach company growth to maintain its prestige?
  • A. Pursue rapid, unchecked growth to dominate the mass market as quickly as possible.
  • B. Focus on smart, measured, and controlled growth to keep the brand rare and true to its mission.
  • C. License the brand name to as many third-party manufacturers as possible to increase visibility.
  • D. Refuse to grow beyond the original founding team to maintain complete authenticity.

Rethinking Prestige Branding — Full Chapter Overview

Rethinking Prestige Branding Summary & Overview

Rethinking Prestige Branding (2015) is your guide to the radically transformed world of prestige brands. These blinks explain how the practice of building a prestige brand has changed, what customers want today and what you need to do to make your brand a coveted object.

Who Should Listen to Rethinking Prestige Branding?

  • Marketing and branding professionals
  • Readers curious about how today’s brands got to where they are
  • Entrepreneurs looking to boost their brand’s growth

About the Author: Wolfgang Schaefer and J.P. Kuehlwein

Wolfgang Schaefer is chief strategy officer for advertising agency SelectNY. He has years of experience in developing global brand strategies for European, American and Asian markets. He is also the cofounder of Ueber-Brands Consulting.

JP Kuehlwein is brand director for Procter & Gamble and a lauded business leader, strategy expert and brand builder. He is a cofounder of Ueber-Brands Consulting.

 

© Wolfgang Schaefer & J.P. Kuehlwein, 2015. This Summary of Rethinking Prestige Branding is published by arrangement with Kogan Page.

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