Brand relevance
Aaker, David A.
Brand relevance making competitors irrelevant / [electronic resource] : David A. Aaker. - 1st ed. - San Francisco, Calif. : Jossey-Bass, c2011. - xvi, 381 p. : ill. - The Jossey-Bass business and management series . - Jossey-Bass business & management series. .
Includes bibliographical references and index.
"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"--
Electronic reproduction.
Palo Alto, Calif. :
ebrary,
2011.
Available via World Wide Web.
Access may be limited to ebrary affiliated libraries.
Brand name products.
Branding (Marketing)
Technological innovations.
Electronic books.
HD69.B7 / A21535 2011eb
658.8/27
Brand relevance making competitors irrelevant / [electronic resource] : David A. Aaker. - 1st ed. - San Francisco, Calif. : Jossey-Bass, c2011. - xvi, 381 p. : ill. - The Jossey-Bass business and management series . - Jossey-Bass business & management series. .
Includes bibliographical references and index.
"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"--
Electronic reproduction.
Palo Alto, Calif. :
ebrary,
2011.
Available via World Wide Web.
Access may be limited to ebrary affiliated libraries.
Brand name products.
Branding (Marketing)
Technological innovations.
Electronic books.
HD69.B7 / A21535 2011eb
658.8/27