Ueber-Branding: How modern prestige brands create meaning through mission and myth - Part 1

Jp Kuehlwein and Wolf Schaefer

Journal of Brand Strategy, 2017, vol. 5, issue 4, 395-409

Abstract: In this two-part series, we examine how some companies succeed in making us willing to pay a significant premium over the average offering in the category. These modern prestige brands — we call them Ueber-Brands — go beyond traditional luxury marketing strategies like exclusivity, provenance or precious materials to climb in our esteem and make us want them. They redefine their category and set new standards or even embrace and live ideals we aspire to and create meaning beyond the material. In Part 2, we will talk about how they wrap their ideas in mythical storytelling to seduce us, rather than needing to sell.

Keywords: premium brands; prestige brands; luxury; mission; myth; brand meaning; Ueber-Brands; Patagonia; TOMS; reinvention; CSR; Ben & Jerry’s; Red Bull; purpose (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2017:v:5:i:4:p:395-409

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