Brand relevance : making competitors irrelevant / David A. Aaker.

Format:

Book

Author/Creator:

Aaker, David A.

Series:

Jossey-Bass business & management series.

The Jossey-Bass business and management series

Language:

English

Subjects (All):

Brand name products.

Branding (Marketing).

Technological innovations.

Genre:

Electronic books.

Physical Description:

1 online resource (402 p.)

Edition:

1st ed.

Place of Publication:

San Francisco, Calif. : Jossey-Bass, c2011.

Language Note:

English

System Details:

text file

Summary:

"Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed. In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant. Instead of being the best, the goal is to be the only--making competitors irrelevant"-- Provided by publisher.

Contents:

Brand Relevance: Making Competitors Irrelevant; Contents; Preface; 1. Winning the Brand Relevance Battle; 2. Understanding Brand Relevance: Categorizing, Framing, Consideration, and Measurement; 3. Changing the Retail Landscape; 4. Market Dynamics in the Automobile Industry; 5. The Food Industry Adapts; 6. Finding New Concepts; 7. Evaluation; 8. Defining and Managing the Category or Subcategory; 9. Creating Barriers: Sustaining the Differentiation; 10. Gaining and Maintaining Relevance in the Face of Market Dynamics; 11. The Innovative Organization

Epilogue: The Yin and Yang of the Relevance BattleNotes; Index

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

ISBN:

9786613677983

9781280757372

128075737X

9780470922590

0470922591

9780470922606

0470922605

OCLC:

700704017