Brand relevance : making competitors irrelevant (Book, 2011) [WorldCat.org]
skip to content
Brand relevance : making competitors irrelevant
Checking...

Brand relevance : making competitors irrelevant

Author: David A Aaker
Publisher: San Francisco, Calif. : Jossey-Bass, 2011.
Series: The Jossey-Bass business and management series
Edition/Format:   Print book : 1. edView all editions and formats
Publication:Brand relevance.
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 more - and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition.
Rating:

(not yet rated) 0 with reviews - Be the first.

Subjects
More like this

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...

Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: David A Aaker
ISBN: 9780470613580 0470613580 0470922591 9780470922590 0470922605 9780470922606 0470922613 9780470922613
OCLC Number: 767749366
In: Aaker, David A
Description: XVI, 381 Seiten.
Contents: Preface 1. Winning the Brand Relevance Battle. Cases: The Japanese Beer Industry and The U.S. Computer Industry. Gaining Brand Preference. The Brand Relevance Model. Creating New Categories or Subcategories. Levels of Relevance. The New Brand Challenge. The First-Mover Advantage. The Payoff. Creating New Categories or Subcategories Four Challenges. The Brand Relevance Model Versus Others. 2. Understanding Brand Relevance: Categorizing, Framing Consideration, and Measurement. Categorization. It's All About Framing. Consideration Set as a Screening Step. Measuring Relevance. 3. Changing the Retail Landscape. Cases: Muji. IKEA. Zara. H&M. Best Buy. Whole Foods Market. The Subway Story. Zappos. 4. Market Dynamics in the Automobile Industry. Cases: Toyota's Prius Hybrid. The Saturn Story. The Chrysler Minivan. Tata s Nano. Yugo. Enterprise Rent-A-Car. Zipcar. 5. The Food Industry Adapts. Cases: Fighting the Fat Battle. Nabisco Cookies. Dreyer s Slow Churned Ice Cream. P&G s Olestra. From Fat to Health. General Mills and the Health Trends. Healthy Choice. 6. Finding New Concepts. Case: Apple. Concept Generation. Sourcing Concepts. Prioritizing the Analysis. 7. Evaluation. Case: Segway's Human Transporter. Evaluation: Picking the Winners. Is There a Market Is the Opportunity Real? Can We Compete and Win? Does the Offering Have Legs? Beyond Go or No-Go A Portfolio of Concepts. 8. Defining the Category or Subcategory. Case: Salesforce.com. Defining a New Category or Subcategory. Functional Benefits Delivered by the Offering. Customer-Brand Relationship Beyond the Offering. Categories and Subcategories: Complex and Dynamic. Managing the Category or Subcategory. 9. Creating Barriers: Sustaining the Differentiation. Case: Yamaha Disklavier. Creating Barriers to Competition. Investment Barriers. Owning a Compelling Benefit or Benefits. Relationships with Customers. Link the Brand to the Category or Subcategory. 10. Maintaining Relevance in the Face of Market Dynamics. Case: Walmart Avoiding the Loss of Relevance. Product Category or Subcategory Relevance. Category or Subcategory Relevance Strategies. Energy Relevance. Gaining Relevance The Hyundai Case. 11. Innovative Organization. Case: GE. The Innovative Organization. Selective Opportunism. Dynamic Strategic Commitment. Organization-Wide Resource Allocation. Epilogue: The Yin and Yang of the Relevance Battle. Notes. Index.
Series Title: The Jossey-Bass business and management series
Responsibility: David A. Aaker.
More information:

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...

Reviews

User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...

Tags

Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.