Publication Type

Magazine Article

Version

Publisher’s Version

Publication Date

11-2016

Abstract

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.

Keywords

marketing, consumer products, Ueber-Brands, advertisement

Discipline

Advertising and Promotion Management | Asian Studies | Entrepreneurial and Small Business Operations

Publication

Asian Management Insights

Volume

3

Issue

2

First Page

22

Last Page

27

ISSN

2315-4284

Publisher

Singapore Management University

City or Country

Singapore

Embargo Period

2-2-2017

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

http://cmp.smu.edu.sg/ami/all