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Rethinking Prestige Branding
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Rethinking Prestige Branding

Secrets of the Ueber-Brands

Wolfgang Schaefer and J.P. Kuehlwein
Kogan Page, 2015
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Editorial Rating

8

Qualities

  • Analytical
  • Innovative
  • Applicable

Recommendation

Brand experts Wolfgang Schaefer and J.P. Kuehlwein interviewed industry leaders, experts and brand specialists, and analyzed more than 100 case studies to identify seven principles that “Ueber-Brands” follow to dominate the redefined prestige landscape. The German authors use the Anglicized version of “über,” which means “above and beyond” in German. Though this is not an especially easy or quick read, their insights and sardonic tone will keep you turning the pages. Their summary of premium branding rules and the case studies at the end of each chapter will help you digest the lessons. getAbstract considers this work essential reading for anyone working in the premium sector.

Summary

“Ueber-Brands”

Fresh notions of prestige are driving both classic and new premium brands to venture into different categories and price points. The evolving marketplace and modern consumers’ changing mind-set both influence the way luxury brands are merging proven marketing methods with new technologies. Brands that excel in the revamped prestige landscape manage to move beyond traditional conceptions of luxury to set new standards and expectations.

Ueber-Brands, like their traditional prestige counterparts, reign at the top of the price tier and brand recognition. They retain this position by standing strong in three major areas.

First, modern luxury products commit to a brand story that includes a visionary myth and mission. They remain steadfast in their commitment to this narrative, which they continually retell and reinforce. These “uber-myths” provide customers with cultural heroes and role models, and bridge materialism with spiritual aspiration. The line between culture and commerce is disappearing as brand names support the arts, and as artists take on commercial endeavors.

Second, unlike old luxury lines’ focus on exclusivity, Ueber-Brands...

About the Authors

Wolfgang Schaefer is chief strategic officer for the premium brand consultancy SelectNY. J.P. Kuehlwein is executive vice president of the prestige hair-care line Frédéric Fekkai and is an outside director for Smith & Norbu luxury eyewear.

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