Publication Type
Magazine Article
Version
publishedVersion
Publication Date
5-2021
Abstract
Brands become ‘Ueber’ when they create meaning beyond the purely material and logical aspects. They do not merely represent a commercial proposition, but an aspirational value that consumers want to buy into. They lead their categories and their fans into the future, based on clear convictions and ideals. But they also play a larger role within the company. They are no longer seen as mere marketing instruments to attract consumers. They are embraced as a guiding force for the entire enterprise to inspire and engage all stakeholders inside and outside.
Keywords
brand elevation
Discipline
Advertising and Promotion Management | Marketing
Publication
Asian Management Insights (Singapore Management University)
Volume
8
Issue
1
First Page
64
Last Page
70
ISSN
2315-4284
Publisher
Singapore Management University, Centre for Management Practice
City or Country
Singapore
Embargo Period
5-19-2021
Citation
KUEHLWEIN, JP and SCHAEFER, Wolf.
Go Ueber: Start with ideals. (2021). Asian Management Insights (Singapore Management University). 8, (1), 64-70.
Available at: https://ink.library.smu.edu.sg/ami/146
Copyright Owner and License
Singapore Management University
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://cmp.smu.edu.sg/ami/article/20210512/go-ueber-start-ideals