02921oam 2200517 450 991081406010332120190911100039.01-118-65802-71-299-46511-01-118-65803-5(OCoLC)863163682(MiFhGG)GVRL8FJC(EXLCZ)99255000000101941020140529d2013 uy 0engurun|---uuuuatxtccrThree threats to brand relevance strategies that work /David Aaker1st ed.San Francisco Jossey-Bass2013San Francisco :Jossey-Bass,2013.1 online resource (v, 43 pages)Jossey-Bass short format seriesDescription based upon print version of record.1-118-65809-4 Includes bibliographical references.Three Threats to Brand Relevance: Strategies that Work; Copyright; Contents; Introduction; 1: Declining Category or Subcategory; Stick to Your Knitting; Reposition the Brand; Gain Parity; Leapfrog the Innovation; Disinvest or Exit; Select the Right Response; Implications; Notes; 2: Losing Energy Relevance; Energize the Offering; Energize Marketing; Create an Ownable, Internal Branded Energizer; Find an External Branded Energizer; Branded Energizer Guidelines; Have Energy Itself; Create an Emotional Connection; Be Authentic; Be Connected to the Master Brand; Be Regarded as a Long-Term AssetBe Managed as Part of a Brand PortfolioThe Value of Branding; Implications; Notes; 3: A Brand Negative Becomes a Reason Not to Buy; Negate the Negatives; Change the Discussion; Implications; Notes; 4: The Three Brand Relevance Threats; About the Author ""Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened.""-David Aaker From branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats Aaker reveals that the key to an organization''s sustained growth is to learn what it takes to bring ""big"" innovation to market and create barriers to competitors. Aaker also shows how well-established companies can avoid becomingJossey-Bass short format series.Brand name productsBranding (Marketing)Technological innovationsBrand name products.Branding (Marketing)Technological innovations.658.872Aaker David106703MiFhGGMiFhGGBOOK9910814060103321Three threats to brand relevance3987979UNINA