TY  - BOOK
AU  - Schaefer,Wolfgang
AU  - Kuehlwein,J.P..
TI  - Rethinking prestige branding: secrets of the ueber-brands
SN  - 0749470046
PY  - 2015///
PB  - Kogan Page Ltd.
KW  - Business & Economics
KW  - Marketing
KW  - General
KW  - Advertising & Promotion
N1  - 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
UR  - http://portal.igpublish.com/iglibrary/search/KOGANB0001043.html
ER  -