Brand relevance : making competitors irrelevant / David A. Aaker.
Material type: TextSeries: Jossey-Bass business & management seriesPublication details: San Francisco, CA : Jossey-Bass, c2011Description: xvi, 381 p. : ill. ; 24 cmISBN: 9780470613580 (hbk.)Subject(s): Brand name products | Branding (Marketing) | Technological innovationsDDC classification: 658.827 LOC classification: HD69.B7 | A35 2011Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
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General Circulation | APU Library Open Shelf | Book | HD69.B7 A35 2011 c.1 (Browse shelf (Opens below)) | 1 | Available (No use restrictions) | 00010439 |
Includes bibliographical references and index.
Winning the brand relevance battle -- Understanding brand relevance: categorizing, framing, consideration, and measurement -- Changing the retail landscape -- Market dynamics in the automobile industry -- The food industry adapts -- Finding new concepts -- Evaluation -- Defining and managing the category or subcategory -- Creating barriers: sustaining the differentiation -- Gaining and maintaining relevance in the face of market dynamics -- The innovative organization.
"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"--
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