Video quick keys

Have you created a personal profile? sign in or create a profile so that you can create alerts, save clips, playlists and searches.

Length: 0:00

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

Video Type: Conference


Auto scroll

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.

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles