Ueber-Brands: How to make your brand priceless?

• Main Authors: KUEHLWEIN, J. P., SCHAEFER, Wolf
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2016
• Subjects: marketing; consumer products; Ueber-Brands; advertisement; Advertising and Promotion Management; Asian Studies; Entrepreneurial and Small Business Operations
• Online Access: https://ink.library.smu.edu.sg/ami/2; https://ink.library.smu.edu.sg/context/ami/article/1012/viewcontent/Ueber_Brands.pdf
• Institution: Singapore Management University

Ueber-Brands—brands that are valued beyond their price and esteemed beyond their size. These brands are unique in that they have captured not just the wallet but also the hearts of a huge, loyal and growing customer base.