Aaker, David A.
Brand relevance : making competitors irrelevant / David A. Aaker. - 1st ed. - San Francisco, CA : Jossey-Bass, c2011. - xvi, 381 p. : ill. ; 24 cm. - The Jossey-Bass business & management series . - Jossey-Bass business & management series. .
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"--
9780470613580 0470613580
2010036007
Brand name products.
Branding (Marketing)
Technological innovations.
HD69 B7 / A21535 2011
658.8/27
Brand relevance : making competitors irrelevant / David A. Aaker. - 1st ed. - San Francisco, CA : Jossey-Bass, c2011. - xvi, 381 p. : ill. ; 24 cm. - The Jossey-Bass business & management series . - Jossey-Bass business & management series. .
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"--
9780470613580 0470613580
2010036007
Brand name products.
Branding (Marketing)
Technological innovations.
HD69 B7 / A21535 2011
658.8/27
Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG