02778nam a2200481 a 4500001001400000003000400014008004100018020001500059020001800074020001800092039006600110041000800176099001000184100003200194245012600226260002800352300001100380505006700391505005800458505008000516505008900596505007200685505007300757505009600830505007500926505010101001505009201102505008501194505009601279505008201375505009101457505009101548505039301639650003302032650002102065650001902086650003302105650003602138700003002174856006802204942000702272999001702279vtls000079351MTX160715121                  001 0   eng d  a0749470046  a9780749470036  a9780749470043 9a201607151203bstaffc201606141510dstaffy201605041227zadmin0 aeng  aEbook1 aSchaefer, Wolfgang.911580000aRethinking prestige brandingh[electronic resource] :bsecrets of the ueber-brands/cSchaefer, Wolfgang;Kuehlwein, J. P..  bKogan Page Ltd.,c2015.  a269 p.0 gChapter, Lesson, ParttPart One: Rethinking prestige branding.0 gChapter, Lesson, ParttThe times they are a-changing.0 gChapter, Lesson, ParttFrom marker to myth – a brief history of branding.0 gChapter, Lesson, ParttA new kind of prestige – or what we mean by Ueber-Brands™.0 gChapter, Lesson, ParttPart Two: The seven secrets of Ueber-Brands.0 gChapter, Lesson, ParttIt’s practical – but also conversational.0 gChapter, Lesson, ParttIt’s ‘numerological’ – how else to explain there are seven?.0 gChapter, Lesson, ParttIt’s symmetrical – with myth in the middle.0 gChapter, Lesson, ParttPrinciple 1: Mission incomparable – the first rule is to make your own.0 gChapter, Lesson, ParttPrinciple 2: Longing versus belonging – the challenge is both.0 gChapter, Lesson, ParttPrinciple 3: Un-selling – the superiority of seduction.0 gChapter, Lesson, ParttPrinciple 4: From myth to meaning – the best way up is to go deep.0 gChapter, Lesson, ParttPrinciple 5: Behold! – the product as manifestation.0 gChapter, Lesson, ParttPrinciple 6: Living the dream – the bubble shall never burst.0 gChapter, Lesson, ParttPrinciple 7: Growth without end – the ultimate balancing act.0 aCover, 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.  aBusiness & Economics9100403  aMarketing919322  aGeneral918876  aBusiness & Economics9100403  aAdvertising & Promotion91157611 aKuehlwein, J. P..911580140uhttp://portal.igpublish.com/iglibrary/search/KOGANB0001043.html  c10  c75900d75900