Brand Relevance: Making Competitors Irrelevant

Aaker, David A.

ISBN 10: 0470613580 / ISBN 13: 9780470613580

Editore: Jossey-Bass, 2011

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Item in very good condition! Textbooks may not include supplemental items i.e. CDs, access codes etc. Codice articolo 00084886409

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Titolo: Brand Relevance: Making Competitors ...

Casa editrice: Jossey-Bass

Data di pubblicazione: 2011

Legatura: Brossura

Condizione: Very Good

Descrizione articolo

Riassunto:

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market

This ground-breaking 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. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization.

• Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant
• Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors
• Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy
• David Aaker, the author of four brand books, has been called the father of branding

This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

L'autore:

David A. Aaker is vice chairmanof Prophet Brand Strategy, an executiveadvisor to Dentsu Inc., and Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California, Berkeley.