Rethinking Prestige Branding – Secrets of the ‘Ueber-Brands’

Book beauty shot with marble verticalAfter some 4 years, 75+ interviews, 150 cases studied and uncounted conversations Wolf Schaefer and JP Kuehlwein are proud to present their latest book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands’ (Kogan Page Publishing).  You can order it online (links below) and in all fine bookstores worldwide.

The book examines what allows brands to command multiples of the average category price and garner a often cult-like following. People buy them as much with their hearts as with their heads and their creators apply magic as much as logic. The authors call the best of these brands ‘Ueber-Brands’ and look at what drives their success across a broad spectrum of categories including Food (eg. Innocent, Lakrids, Red Bull, Nespresso), Hospitality and Entertainment (Hoshino Resorts, Cirque Du Soleil), Transportation (Tesla, Mini, Harley Davidson), Fashion, Beauty, Accessories (Freitag, Brunello Cucinelli, Aesop, Chaumet) all the way to household goods like detergents or soaps (The Laundress, Yuan) and across the globe.

“A smart page turner.”
THE book on modern Prestige Branding
“An Ueber-Book: Brainy, pithy, sexy, entertaining, insightful, practical”
(more testimonials here and below)

You can order here:

USCanadaUKGermanyFranceItalySpainJapanChina,  China (Mandarin)Rest of the world

Or get a signed copy directly by contacting the authors giving order details and mailing address. Yu will get a quote with total costs and PayPal payment request.

Limited Edition, Hardcover, 306 p.       Standard Edition, Paperback, 254 p.
USD120 (free shipping)                            USD25 + actual shipping costs
pictures below                                            picture above



Links to some Critical Reviews from around the world:

By Deborah Malone, founder The Internationalist/ANA , Russ Klein, CEO of the AMA (American Marketing Association) or Matt Grant at Aberdeen in the US.

Sylviane Louzoun of ‘LeJourSansPub’  and Eric at ‘DarkPlanneur‘, both in France

Darren Ingram at Autamme and Charles Franklin at Small Business Trends in the UK.

Matthias Eylers for APG (Association of Account Planners) and  Katja Breitlinger at the ‘Europolitan‘ both in Germany.

‘Dee’ at ‘Vanilla Papers‘ a book review blog from ? (mystery)

And the Book is in the News: In Forbes online, Barrons MagazineAdweek, WARC magazine, MarketingProfs, PeerSphere (CMO Council Magazine), brand eins (Germany), Aberdeen Essentials, etc.

Imitation is flattery... ‘Ueber-Brands’ becoming a buzz-word: The ‘Mixonian Institute’ applies our concepts to You as a personal Ueber-Brand.


About JP Kuehlwein

JP Kuehlwein is a global business leader and brand builder with a 25+ year track record of translating consumer and brand insights into transformational propositions that win in market. Principal at ‘Ueber-Brands’ a New York consulting firm, he now helps others to elevate brands and make them peerless and priceless. JP also teaches brand strategy at NYU Stern and Columbia Business School and leads the Marketing Institute at The Conference Board, all in New York. Jp previously was Executive Vice President at Frédéric Fekkai & Co, a prestige salon operator and hair care brand and lead brand- and corporate strategy development and execution at multinational Procter & Gamble as Brand Director and Director of Strategy. JP and Wolf Schaefer have co-authored the best-selling books “Rethinking Prestige Branding – Secrets of the Ueber-Brands” which lays out what drives the success of modern premium brands and "Brand Elevation - Lessons in Ueber-Branding" a guide to developing and executing a brand elevation strategy. Find the books here:
This entry was posted in 1 - Mission Incomparable - The first rule is to make your own, 2 - Longing vs Belonging - The challenge is both, 3 - From Myth to Meaning - The best way up is to go deep, 4 - Behold! - The product as manifestation, 5 - Living the Dream - The bubble shall never burst, 6 - Un-Sell - The superiority of seduction, 7 - Moving with Gravitas - The king never hurries, B - UEBER-BRANDS and tagged , , , , , , , , , , , , , , , , , , . Bookmark the permalink.

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  49. JP Kuehlwein says:

    “Shifts in demographics and world view have meant that the approaches for Prestige brands in every category are changing. JP and Wolfgang’s book sets a clear compass, balancing the mystery of magic and distance with the importance of purpose, meaning and customer delivery”
    Jenny Ashmore
    President, Chartered Institute of Marketing, CIM, UK

    “I rarely recommend a book, especially in marketing, as I believe Market Research is obsolete. However, I was fascinated by Kuehlwein and Schaefer’s approach, and I highly encourage you to read this book.”
    Dr. G. Clotaire Rapaille
    Author of ‘The Culture Code’
    CEO & Founder of Archetype Discoveries Worldwide

    “This book made me reflect on the Moleskine brand in a radically different way. There is much to learn from its innovative approach.”
    Maria Sebregondi
    Co-founder Moleskine
    VP of Brand Equity and Communication

    “This is one of the best new books to come out in recent years on the changes and elevations of branding in marketing and society today, through to their mythic aspects. The book will fit into the improvements and enhancements necessary to explain what is going on with digital technologies and group taste and consumption worlds. – Bravo!”
    Robert Kozinets,
    Professor of Marketing Schulich School–York University, Toronto

    “Thoughtful and probing, Schaefer and Kuehlwein expertly delve into the marketing alchemy of ‘Ueber-Brands’ beyond superficial catch-phrases and generic notions. Empirical in essence and laced with philosophical quotes, yet triangulated with years of practitioner experience, the authors’ distill 7 key precepts on how to stay remarkable in prestige branding. A fresh and comprehensive work. Definitely worth the read.”
    Deryck J van Rensburg,
    President, Global Ventures, The Coca-Cola Company.

    “Kuehlwein and Schaefer find the rules of luxury have changed once again. In this new world, how can prestige brands expand reach while maintaining their status as leaders? This book is a great read for managers charged with building and maintaining prestige brands.”
    Scott Galloway,
    Professor of Marketing at NYU Stern
    Founder of Red Envelope and L2

    “A compelling, enlightening and fascinating translation of the language of luxury. Wolfgang Schaefer and JP Kuehlwein have thoughtfully analyzed and carefully defined a subject matter that has been overlooked in its significance to culture and contribution to innovation.”
    Gwen L. Whiting and Lindsey J.
    The Laundress Co-Founders, Boyd

    “An essential and timely meditation on the nature of brands, luxury, and the relationship between ownership and identity. Schaefer and Kuehlwein contribute a radical account of a new vanguard in branding—Ueber-Brands. The authors have given us a book that reflects deeply on the interconnectedness of material culture and the most ethereal aspects of human nature. An unlikely and very rewarding investigation into core human values.”
    David LaRocca, Ph.D.
    director of documentary, Brunello Cucinelli: A New Philosophy of Clothes
    author of Emerson’s English Traits and the Natural History of Metaphor
    Visiting Scholar, Department of English, Cornell University

    “RETHINKING PRESTIGE BRANDS is very timely. In a rapidly changing world where prestige brands are facing explosive growth and incredible challenges, Wolfgang and JP provide a framework to understand and develop “Ueber-Brands” – their term for prestige brands who have gone beyond traditional notions and expectations. This a very useful book for brand practitioners.”
    Dr. Srinivas K. Reddy,
    Professor of Marketing, Academic Director, LVMH-SMU Luxury Brand Initiative
    Lee Kong Chian School of Business, Singapore Management University

    “For a brand to become an Ueber-Brand: You have to be able to make your customer dream and love your product through something that creates an emotional connection with the brand that will endure in loyalty beyond reason. Kuehlwein and Schaefer help professionals and people who are about our industry to dig in some of it’s ‘secrets.'”
    Christian Foddis
    Managing Director Greater China Salvatore Ferragamo

    “Rethinking Prestige Branding reveals the mysteries of luxury branding where, unlike conventional brands, so little is said and so much inferred. These are deep waters, where companies often drown. Kuehlwein and Schaefer chart a course of how powerful companies have set out to create success, sometimes failed, sometimes strayed and then steered themselves back on course. As these authors demonstrate, anyone can be everything to everyone but to become a seductive Ueber-Brand, nothing is as volatile as a dream.”
    Patrick Hanlon
    CEO ‘Thinktopia’
    Author of “The Social Code” and “Primal Branding”

    “A thoroughly enjoyable read. The well researched and insightful 7 principles provide a new framework to define prestige branding in the socially connected landscape in which companies now operate. In a world where creating an aspiration brand is more about high values than high value and demands a connection to the consumers mindset versus their wallet, JP and Wolfgang have successfully unpacked what it takes to create an Ueber-Brand in today’s society.”
    John Goodwin
    Chief Financial Officer and
    Executive Vice President Business Enabling – LEGO

    “”Rethinking Prestige Branding” provide[es] a thorough understanding of the often paradoxical rules for successful premium brand management. Written by two experts on the subjects, it provides a rigorous blueprint for the effective management of brands and companies at the premium level. This book presents a complete and information-packed resource covering every aspect of this mythical sector.”
    Dr. Christiane Beyerhaus,
    Professor of Marketing and Retail, Program Director (BA and MA) Global Brand and Fashion Management, International School of Management (ISM), Germany

    “With this book and the “Ueber-Brand” concept we are all stimulated to put a new energy to our brands as conditions for success in the contemporary world. Easy reading and not only academic but rich of real examples of success”
    Fabrizio Penta de Peppo
    Professor of ‘Luxury Marketing Management’, Instituto Europeo di Design

    “Transferring the German term of “über” from its philosophical origin into the world of brands, the authors created a term for a new category of brands: the “Ueber-Brands” to signify brands as network of meanings based on highly authentic brand identity and brand behavior. I recommend this book, as I am deeply convinced in the growing power of authentic brands in an unauthentic, virtual and more and more faked (brand) world. This book is of great relevance for theory and practice.”
    Dipl.-Kfm. Univ. Michael Christoph Schmid
    Senior Lecturer of Marketing
    Fakultät für Betriebswirtschaft/Department of Business Administration
    Hochschule für angewandte Wissenschaften München/Munich University of Applied Sciences


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