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Home / Journal of Brand Strategy, Volume 5 / Number 4 / Spring 2017

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

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Authors: Kuehlwein, Jp; Schaefer, Wolf

Source: Journal of Brand Strategy, Volume 5 / Number 4 / Spring 2017, pp. 395-409(15)

Publisher: Henry Stewart Publications

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: 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: March 1, 2017

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  • 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.

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