Uber-branding : how to create desire beyond utility, value or reason.

J.P. Kuehlwein and Wolfgang Schaefer discusses branding and important marketing strategies. 'Uber brands' are the top brands that take risks and are progressive in their marketing strategies. Kuehlwein and Schaefer discuss the three main parts of branding: mission and myth, inclusion and e...

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Bibliographic Details

Corporate Author:	Sage Publications
Format:	Video
Language:	English
Language Notes:	Closed-captions in English.
Published:	London, United Kingdom : SAGE Publications Ltd, 2016.
Series:	SAGE video forum.
Subjects:	Branding (Marketing) Nonfiction television programs. Internet videos.
Online Access:	Connect to this streaming video