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Rethinking Prestige Branding: Secrets of the Ueber Brands

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Nominated for a Small Business Book Award in:

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"Rethinking Prestige Branding" breaks the myth that luxury and refinement are only present in "top-shelf" brands, like Mercedes-Benz, Cirque du Soleil, and Apple. According to this book (and demonstrated through several case studies), the only requirement for luxurious and refined marketing is a willingness to be an "Uberbrand" a brand that aspires to go beyond what other brands try to do. The book breaks down how "top-shelf" brands create aspirations in their customers as evidenced by highly active and engaged communities that impact everyone involved. The book argues that technology has changed how "luxury" and "prestige" are viewed (part of the times) and makes the case that any business, given the right tools, can break into prestige branding.



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