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

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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
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)
Stratégie de marque.
branding.
Internet videos.
Nonfiction television programs.
Émissions télévisées autres que de fiction.
Vidéos sur Internet.
Online Access:Connect to this streaming video
Description
Summary: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 exclusion and truth.
Physical Description:1 online resource (1 video file (57 min., 56 sec.)) : sound, colour
Audience:Specialized.
ISBN:9781473990456
1473990459