What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's?

Rethinking Prestige Branding uncovers the formula for what drives the success of great luxury brands. The book offers a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally.

With insights from interviews with 50 premium brand experts and over 100 case studies, this book will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick.