02808nam a2200493 a 4500 vtls000079351 MTX 160715121 001 0 eng d 0749470046 9780749470036 9780749470043 201607151203 staff 201606141510 staff 201605041227 admin eng Ebook Schaefer, Wolfgang. 115800 Rethinking prestige branding [electronic resource] : secrets of the ueber-brands/ Schaefer, Wolfgang;Kuehlwein, J. P.. Kogan Page Ltd., 2015. 269 p. Chapter, Lesson, Part Part One: Rethinking prestige branding. Chapter, Lesson, Part The times they are a-changing. Chapter, Lesson, Part From marker to myth – a brief history of branding. Chapter, Lesson, Part A new kind of prestige – or what we mean by Ueber-Brands™. Chapter, Lesson, Part Part Two: The seven secrets of Ueber-Brands. Chapter, Lesson, Part It’s practical – but also conversational. Chapter, Lesson, Part It’s ‘numerological’ – how else to explain there are seven?. Chapter, Lesson, Part It’s symmetrical – with myth in the middle. Chapter, Lesson, Part Principle 1: Mission incomparable – the first rule is to make your own. Chapter, Lesson, Part Principle 2: Longing versus belonging – the challenge is both. Chapter, Lesson, Part Principle 3: Un-selling – the superiority of seduction. Chapter, Lesson, Part Principle 4: From myth to meaning – the best way up is to go deep. Chapter, Lesson, Part Principle 5: Behold! – the product as manifestation. Chapter, Lesson, Part Principle 6: Living the dream – the bubble shall never burst. Chapter, Lesson, Part Principle 7: Growth without end – the ultimate balancing act. Cover, Title,Rethinking prestige branding : secrets of the ueber-brands--Preface, Introduction, TOC,Contents--Preface, Introduction, TOC,Preface, or what do a Red Bull and a Grey Goose have in common?--Preface, Introduction, TOC,Acknowledgements--References, Appendix, Index,Instead of a summary: 77+ questions--References, Appendix, Index,Bibliography--References, Appendix, Index,Index. Business & Economics 100403 Marketing 19322 General 18876 Business & Economics 100403 Advertising & Promotion 115761 Kuehlwein, J. P.. 115801 http://portal.igpublish.com/iglibrary/search/KOGANB0001043.html 10 75900 75900