Brand elevation : (Record no. 3041)

MARC details
000 -LEADER
fixed length control field 03330cam a22002658i 4500
003 - CONTROL NUMBER IDENTIFIER
control field OCoLC
007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION
fixed length control field ta
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 210531s2021 enka b 001 0 eng
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781789664669
International Standard Book Number 1789664667
035 ## - SYSTEM CONTROL NUMBER
System control number (OCoLC)1198989666
050 ## - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF5415.1255
Item number .S33 2021
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Schaefer, Wolfgang.
245 10 - TITLE STATEMENT
Title Brand elevation :
Remainder of title lessons in ueber-branding /
Statement of responsibility, etc. Wolfgang Schaefer and JP Kuehlwein.
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. London :
Name of publisher, distributor, etc. Kogan Page,
Date of publication, distribution, etc. 2021.
300 ## - PHYSICAL DESCRIPTION
Extent xiv, 287 p. :
Other physical details ill.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc. note Includes bibliographical references and index.
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Part One Recap - The principles of Ueber-Branding™ -- Principle 1 Mission incomparable - Having a distinct, brand-guiding Mission -- Principle 2 Longing vs belonging - Balancing exclusivity and inclusion -- Principle 3 Un-selling - Mastering the art of seduction -- Principle 4 From Myth to meaning - Giving the brand soul -- Principle 5 Behold the product! Making your product manifest the Myth -- Principle 6 Living the dream - Letting the brand radiate from the inside out -- Principle 7 Growth without end - Balancing scaling and brand building -- Part Two How to - Six steps to elevate your brand -- Step 1 Set Your Mission -- Step 2 Write Your Myth -- Step 3 Realize Your Dream -- Step 4 Live Your Dream -- Step 5 Find Your Ueber-Target -- Step 6 Ignite All Targets -- Summing up: The Ueber-Branding Model -- Part Three Lessons - Ueber-Branding in action -- Case 1 TerraCycle - From Mission to Myth to movement, or: How to `eliminate the idea of waste' -- Case 2 Acqua di Parma - The power of a mythical core, or: How to build your business and your equity simultaneously -- Case 3 Burt's Bees - Growing an Ueber-Brand ground up, or: How purpose and profit can live in harmony -- Case 4 Starbucks - The renaissance plan, or: How to Leap ahead by going back to quality and service -- Case 5 Airbnb - The importance of culture, or: How Airbnb found, launched and lives its purpose -- Case 6 Lakrids - Growth without end, or: How to scale a dream -- Case 7 YouTube - Platform or brand of the future, or: How to be one when you are many -- Epilogue: Crises - Times of Ueber-Opportunities.
520 ## - SUMMARY, ETC.
Summary, etc. How can a brand become one of those peerless 'Ueber-Brands' we all admire and are willing to pay a premium for? - Is there a proven process? - Where should we start? Brand Elevation explains the main drivers behind brands becoming peerless and priceless and how to harness these principles to develop a winning brand strategy. Written for marketers and brand managers of all levels of experience, and for both those working in start-ups and established players, it proposes a six-step, easy-to-follow program to elevate your brand. Brand Elevation explores challenges such as creating a distinct and brand-guiding mission, mediating between exclusivity and inclusion and mastering the art of seduction. Featuring case studies and expert accounts from organizations including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand".
650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Branding (Marketing)
Topical term or geographic name entry element Brand name products.
700 1# - ADDED ENTRY--PERSONAL NAME
Personal name Kuehlwein, J. P.
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Library of Congress Classification
Koha item type Books
Holdings
Withdrawn status Lost status Damaged status Not for loan Permanent Location Current Location Shelving location Date acquired Full call number Barcode Date last seen Price effective from Koha item type
        Punsarn Library Punsarn Library General Stacks 17/06/2021 HF5415.1255 .S33 2021 PNLIB21062854 17/06/2021 17/06/2021 Books