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.

What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights. Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.

Put brand theory into action and learn from the strategies and expertise of luxury organizations, to understand why certain brands become stellar prestige brands.

Learn what makes a luxury brand, how to successfully market them in a changing global context and what opportunities sustainable luxury and the latest technological developments present. Managing Luxury Brands offers comprehensive coverage of key and cutting-edge topics in luxury brand management. Examining the socio-cultural contexts of luxury and the ways in which prestige brands create meaning, it presents a framework for understanding, analysing and developing a modern luxury brand. Unlike many other texts, it also explores the environmental and social impact of luxury, sustainable luxury and the opportunities of new technological innovations including the metaverse, artificial intelligence and non-fungible tokens (NFTs). With case studies and examples from a range of brands including Ferrari, Balenciaga and Shang Xia, Managing Luxury Brands brings together insights from leading academics in the field from across the globe who draw on extensive consulting and industry experience. Supported by a range of features which include learning objectives, discussion questions and chapter summaries, accompanying online resources consist of lecture slides and video interviews with industry experts. This textbook is an invaluable resource for any student studying luxury brand management.

From legendary master storyteller Stephen King, a riveting story about “an ordinary man in an extraordinary condition rising above hatred” (The Washington Post) and bringing the fictional town of Castle Rock, Maine together—a “joyful, uplifting” (Entertainment Weekly) tale about finding common ground despite deep-rooted differences, “the sign of a master elevating his own legendary game yet again” (USA TODAY). Although Scott Carey doesn’t look any different, he’s been steadily losing weight. There are a couple of other odd things, too. He weighs the same in his clothes and out of them, no matter how heavy they are. Scott doesn’t want to be poked and prodded. He mostly just wants someone else to know, and he trusts Doctor Bob Ellis. In the small town of Castle Rock, the setting of many of King’s most iconic stories, Scott is engaged in a low grade—but escalating—battle with the lesbians next door whose dog regularly drops his business on Scott’s lawn. One of the women is friendly; the other, cold as ice. Both are trying to launch a new restaurant, but the people of Castle Rock want no part of a gay married couple, and the place is in trouble. When Scott finally understands the prejudices they face—including his own—he tries to help. Unlikely alliances, the annual foot race, and the mystery of Scott’s affliction bring out the best in people who have indulged the worst in themselves and others. “Written in masterly Stephen King’s signature translucent…this uncharacteristically glimmering fairy tale calls unabashedly for us to rise above our differences” (Booklist, starred review). Elevation is an antidote to our divisive culture, an “elegant whisper of a story” (Kirkus Reviews, starred review), “perfect for any fan of small towns, magic, and the joys and challenges of doing the right thing” (Publishers Weekly, starred review).

What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

“A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership.” —Joseph V. Tripodi, former Chief Marketing Officer, Subway and Coca-Cola Aaker on Branding presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. Aaker on Branding is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. “Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you’re a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands.” —Ann Lewnes, CMO Adobe Technology “I am a devoted user of David Aaker’s work over many years, I, like many of you, have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It’s just outstanding.” —Richard Lyons, Dean, Berkeley-Haas School of Business Administration

This proceedings LNCS 13516 constitutes the refereed proceedings of the 24th International Conference on Human-Computer Interaction, HCII 2022, which was held virtually as part of the 24th International Conference, HCII 2022, during June 26 to July 1, 2022. HCII 2022 received a total of 5583 submissions from academia, research institutes, industry, and governmental agencies from 88 countries submitted contributions, and 1276 papers and 275 posters were included in the proceedings that were published just before the start of the conference. Additionally, 296 papers and 181 posters are included in the volumes of the proceedings published after the conference, as “Late Breaking Work” (papers and posters). The contributions thoroughly cover the entire field of human-computer interaction, addressing major advances in knowledge and effective use of computers in a variety of application areas.

Hoffmann is among the greatest and most popular of the German Romantics. This selection, while stressing the variety of his work, puts in the foreground those tales in which the real and the supernatural are brought into contact and conflict. The humour of these tales is a result of the incongruity of supernatural beings at large in an ostentatiously everyday world. They include The Golden Pot, recognized as Hoffmann's masterpiece by himself and posterity; its spine-chilling companion tale, The Sandman, which Offenbach drew on for his opera Tales of Hoffmann, and which Freud examines in his essay `The Uncanny'; two longer and more elaborate fantasies, set respectively in Germany and Italy; and the late story, My Cousin's Corner Window, which shows the powers of the imagination being applied to everyday urban life, and marks a transition in European literature generally from Romanticism to Realism. Ritchie Robertson's detailed introduction places the stories in their intellectual and historical context and explores their compelling narrative complexities. ABOUT THE SERIES: For over 100 years Oxford World's Classics has made available the widest range of literature from around the globe. Each affordable volume reflects Oxford's commitment to scholarship, providing the most accurate text plus a wealth of other valuable features, including expert introductions by leading authorities, helpful notes to clarify the text, up-to-date bibliographies for further study, and much more.

Alphabetically arranged by state, this indispensable annual director to over 21,000 employers offers a variety of pertienent contact, business, and occupational data. - American Library Association, Business Reference and Services Section (BRASS) Completely updated to include the latest industries and employers, this guide includes complete profiles of more than 20,000 employers nationwide featuring: Full company name, address, phone numbers, and website/e-mail addresses Contacts for professional hiring A description of the companys products or services Profiles may also include: Listings of professional positions advertised Other locations Number of employees Internships offered