Aaker, David A. <br/><br/>
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. .
<br/><br/>Includes bibliographical references and index. 
<br/><br/> "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"-- 
<br/><br/><br/>Electronic reproduction. <br/>Palo Alto, Calif. : <br/>ebrary, <br/>2011. <br/>Available via World Wide Web. <br/>Access may be limited to ebrary affiliated libraries. 
<br/><br/><label>ISBN: </label>
<br/><br/><label>LCCN: </label>
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products.<br/>Branding (Marketing)<br/>Technological innovations.
<br/><br/><label>Index Terms--Genre/Form: </label><br/>Electronic books.
<br/><br/><label>LC Class. No.: </label>HD69.B7  / A21535 2011eb 
<br/><br/><label>Dewey Class. No.: </label>658.8/27