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Brand relevance : making competitors irrelevant

Author: David A Aaker
Publisher: San Francisco, CA : Jossey-Bass, ©2011.
Series: The Jossey-Bass business & management series
Edition/Format:   eBook : Document : English : 1st edView all editions and formats
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,  Read more...
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Details

Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: David A Aaker
ISBN: 9780470922606 0470922605 9780470613580 0470613580
OCLC Number: 761359134
Description: 1 online resource (xvi, 381 p.) : illustrations.
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: The Jossey-Bass business & management series
Responsibility: David A. Aaker.

Abstract:

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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