This document outlines seven principles of "Ueber-branding" based on a book about prestige branding. It discusses three dimensions for brands to consider: having a clear mission and myth; balancing inclusion and exclusion of customers; and ensuring authenticity and truth across all brand touchpoints. Each dimension includes key questions for brands to evaluate themselves against the principles. The overall message is that prestige brands must go beyond making money to have a compelling story and stand for deeper meanings to remain valued beyond conventional measures like price or size.