Coverart for item
The Resource Brand relevance : making competitors irrelevant, David A. Aaker

Brand relevance : making competitors irrelevant, David A. Aaker

Label
Brand relevance : making competitors irrelevant
Title
Brand relevance
Title remainder
making competitors irrelevant
Statement of responsibility
David A. Aaker
Creator
Subject
Language
eng
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"--
Member of
Assigning source
Provided by publisher
Cataloging source
DLC
http://library.link/vocab/creatorName
Aaker, David A
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HD69.B7
LC item number
A21535 2011
Literary form
non fiction
Nature of contents
bibliography
Series statement
The Jossey-Bass business & management series
http://library.link/vocab/subjectName
  • Brand name products
  • Branding (Marketing)
  • Technological innovations
Label
Brand relevance : making competitors irrelevant, David A. Aaker
Link
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Contents
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
Control code
2010036007
Dimensions
24 cm.
Edition
1st ed.
Extent
xvi, 381 p.
Isbn
9780470613580
Lccn
2010036007
Other physical details
ill.
System control number
(OCoLC)ocn650215085
Label
Brand relevance : making competitors irrelevant, David A. Aaker
Link
Publication
Bibliography note
Includes bibliographical references and index
Contents
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
Control code
2010036007
Dimensions
24 cm.
Edition
1st ed.
Extent
xvi, 381 p.
Isbn
9780470613580
Lccn
2010036007
Other physical details
ill.
System control number
(OCoLC)ocn650215085

Library Locations

    • Central LibraryBorrow it
      710 W. Cesar Chavez St, Austin, TX, 78701, US
      30.271302100000 -97.746016800000
Processing Feedback ...