-- Together apartFrom marker to myth -- a brief history of branding -- Brand as quality guarantor -- Brand as badge -- Brand as … building block -- Brand as medium -- Brand as mythA new kind of prestige -- or what we mean by Ueber-Brands -- Ueber … rules for a mission incomparable -- Ueber-Brand case study 1: Patagonia: The meaningful exploration of naturePrinciple 2 …

behaviour / Prokopis Theodoridis, Sofia Vassou -- Identity-driven luxury brand management / Klaus Heine -- Luxury brand strategy … / Claude Chailan, Ivan Valek -- Brand charismatic legitimacy and marketing of adoration / Delphine Dion, Eric Arnould … modes / Rui Wang, Kaibin He, Yue Wen -- Entering the chinese market / Rui Wang, Kaibin He, Yue Wen -- Managing brand …