Three threats to brand relevance : strategies that work / David Aaker.

Format:

Book

Author/Creator:

Aaker, David.

Series:

Jossey-Bass short format series.

Jossey-Bass short format series

Language:

English

Subjects (All):

Brand name products.

Branding (Marketing).

Technological innovations.

Physical Description:

1 online resource (v, 43 pages).

Edition:

1st ed.

Place of Publication:

San Francisco : Jossey-Bass, 2013.

Language Note:

English

Summary:

""Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened.""-David Aaker From branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats Aaker reveals that the key to an organization''s sustained growth is to learn what it takes to bring ""big"" innovation to market and create barriers to competitors. Aaker also shows how well-established companies can avoid becoming

Contents:

Three Threats to Brand Relevance: Strategies that Work; Copyright; Contents; Introduction; 1: Declining Category or Subcategory; Stick to Your Knitting; Reposition the Brand; Gain Parity; Leapfrog the Innovation; Disinvest or Exit; Select the Right Response; Implications; Notes; 2: Losing Energy Relevance; Energize the Offering; Energize Marketing; Create an Ownable, Internal Branded Energizer; Find an External Branded Energizer; Branded Energizer Guidelines; Have Energy Itself; Create an Emotional Connection; Be Authentic; Be Connected to the Master Brand; Be Regarded as a Long-Term Asset

Be Managed as Part of a Brand PortfolioThe Value of Branding; Implications; Notes; 3: A Brand Negative Becomes a Reason Not to Buy; Negate the Negatives; Change the Discussion; Implications; Notes; 4: The Three Brand Relevance Threats; About the Author

Notes:

Description based upon print version of record.

Includes bibliographical references.

ISBN:

9781118658024

1118658027

9781299465114

1299465110

9781118658031

1118658035

OCLC:

863163682