Skip to main content

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

The full text article is not available for purchase.

The publisher only permits individual articles to be downloaded by subscribers.

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.
No References
No Citations
No Supplementary Data
No Article Media
No Metrics

Keywords: Ben & Jerry’s; CSR; Patagonia; Red Bull; TOMS; Ueber-Brands; brand meaning; luxury; mission; myth; premium brands; prestige brands; purpose; reinvention

Document Type: Research Article

Publication date: 01 March 2017

More about this publication?
  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

  • Editorial Board
  • Information for Authors
  • Subscribe to this Title
  • Contact us
  • Forthcoming content
  • Multi-user licences
  • Ingenta Connect is not responsible for the content or availability of external websites
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
UA-1313315-29
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more