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Brand relevance : making competitors irrelevant

Author: David A Aaker
Publisher: San Francisco, CA : Jossey-Bass, ©2011.
Series: Jossey-Bass business & management series.
Edition/Format:   Print book : English : 1st edView all editions and formats
Summary:

Shows how to eliminate the competition and become the lead brand in your market. This book defines the concept of brand relevance using dozens of case studies - Prius, Whole Foods, Westin, iPad and  Read more...

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Genre/Form: Guides, manuels, etc
Cas, Études de
Document Type: Book
All Authors / Contributors: David A Aaker
ISBN: 9780470613580 0470613580
OCLC Number: 748784886
Description: xvi, 381 p.
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.
Series Title: Jossey-Bass business & management series.
Responsibility: David A. Aaker.

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