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 (Singapore Management University)
Volume
3
Issue
2
First Page
22
Last Page
27
ISSN
2315-4284
Publisher
Singapore Management University, Centre for Management Practice
City or Country
Singapore
Embargo Period
2-2-2017
Citation
KUEHLWEIN, J. P. and SCHAEFER, Wolf.
Ueber-Brands: How to make your brand priceless?. (2016). Asian Management Insights (Singapore Management University). 3, (2), 22-27.
Available at: https://ink.library.smu.edu.sg/ami/2
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/20161209/ueber-brands
Included in
Advertising and Promotion Management Commons, Asian Studies Commons, Entrepreneurial and Small Business Operations Commons