LEADER 02921oam 2200517 450 001 9910814060103321 005 20190911100039.0 010 $a1-118-65802-7 010 $a1-299-46511-0 010 $a1-118-65803-5 035 $a(OCoLC)863163682 035 $a(MiFhGG)GVRL8FJC 035 $a(EXLCZ)992550000001019410 100 $a20140529d2013 uy 0 101 0 $aeng 135 $aurun|---uuuua 181 $ctxt 182 $cc 183 $acr 200 10$aThree threats to brand relevance $estrategies that work /$fDavid Aaker 205 $a1st ed. 210 $aSan Francisco $cJossey-Bass$d2013 210 1$aSan Francisco :$cJossey-Bass,$d2013. 215 $a1 online resource (v, 43 pages) 225 0 $aJossey-Bass short format series 300 $aDescription based upon print version of record. 311 $a1-118-65809-4 320 $aIncludes bibliographical references. 327 $aThree 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 Asset 327 $aBe 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 330 $a ""Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened.""-David Aaker From branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats Aaker reveals that the key to an organization''s sustained growth is to learn what it takes to bring ""big"" innovation to market and create barriers to competitors. Aaker also shows how well-established companies can avoid becoming 410 0$aJossey-Bass short format series. 606 $aBrand name products 606 $aBranding (Marketing) 606 $aTechnological innovations 615 0$aBrand name products. 615 0$aBranding (Marketing) 615 0$aTechnological innovations. 676 $a658.872 700 $aAaker$b David$0106703 801 0$bMiFhGG 801 1$bMiFhGG 906 $aBOOK 912 $a9910814060103321 996 $aThree threats to brand relevance$93987979 997 $aUNINA