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" Brand relevance : "
David A. Aaker
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BL
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| Record Number
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706998
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| Doc. No
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b529187
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| Main Entry
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Aaker, David A
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| Title & Author
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Brand relevance : : making competitors irrelevant /\ David A. Aaker
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| Edition Statement
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1st ed
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| Publication Statement
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San Francisco, CA :: Jossey-Bass,, [2011]
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, ©2011
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| Series Statement
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The Jossey-Bass business & management series
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| Page. NO
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xvi, 381 pages :: illustrations,; 24 cm
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| ISBN
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0470613580
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: 9780470613580
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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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
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| Abstract
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"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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| Subject
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Brand name products
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| Subject
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Branding (Marketing)
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| Subject
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Technological innovations
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| Dewey Classification
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658.8/27
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| LC Classification
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HD69.B7A21535 2011
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