Brand relevance [[electronic resource] ] : making competitors irrelevant / / David A. Aaker

• Record Nr.: UNINA9910459584703321
• Autore: Aaker David A
• Pubbl/distr/stampa: San Francisco, Calif., : Jossey-Bass, c2011
• ISBN: 1-280-75737-X; 9786613677983; 0-470-92259-1; 0-470-92260-5
• Edizione: [1st ed.]
• Descrizione fisica: 1 online resource (402 p.)
• Collana: The Jossey-Bass business and management series
• Disciplina: 658.8/27
• Soggetti: Brand name products; Branding (Marketing); Technological innovations; Electronic books.
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Brand Relevance: Making Competitors Irrelevant; Contents; Preface; 1. Winning the Brand Relevance Battle; 2. Understanding Brand Relevance: Categorizing, Framing, Consideration, and Measurement; 3. Changing the Retail Landscape; 4. Market Dynamics in the Automobile Industry; 5. The Food Industry Adapts; 6. Finding New Concepts; 7. Evaluation; 8. Defining and Managing the Category or Subcategory; 9. Creating Barriers: Sustaining the Differentiation; 10. Gaining and Maintaining Relevance in the Face of Market Dynamics; 11. The Innovative Organization; Epilogue: The Yin and Yang of the Relevance BattleNotes; Index
• Sommario/riassunto: "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"--