SAGE Video - Uber-Branding: How to Create Desire Beyond Utility, Value or Reason

Name: Uber-Branding: How to Create Desire Beyond Utility, Value or Reason
Uploaded: 2016-06-25
Duration: 57 min 54 s
Description: JP 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.

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Video Type: Conference

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  Kuehlwein, J., Schaefer, W. (Speakers). (2016). Uber-branding: how to create desire beyond utility, value or reason [Video]. SAGE Knowledge. https://dx.doi.org/10.4135/9781473990456
  
  Kuehlwein, JP, Wolfgang Schaefer. "Uber-Branding: How to Create Desire Beyond Utility, Value or Reason." In SAGE Video. : SAGE Publications, Ltd., 2016. Video, 00:57:54. https://dx.doi.org/10.4135/9781473990456.
  
  Kuehlwein, J., Schaefer, W., 2016. Uber-Branding: How to Create Desire Beyond Utility, Value or Reason, SAGE Video. [Streaming Video] London: SAGE Publications Ltd. Available at: <https://dx.doi.org/10.4135/9781473990456 & gt; [Accessed 15 Aug 2022].
  
  Kuehlwein, JP, et al. Uber-Branding: How to Create Desire Beyond Utility, Value or Reason. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 25 Jun 2016. doi: https://dx.doi.org/10.4135/9781473990456. 15 Aug 2022.
  
  Uber-Branding: How to Create Desire Beyond Utility, Value or Reason [Streaming video]. 2016. doi:10.4135/9781473990456. Accessed 08/15/2022
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Summary

Summary

JP 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.