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Brand relevance : making competitors...

Aaker, David A.

Brand relevance : making competitors irrelevant

紀錄類型:	書目-語言資料,印刷品 : 單行本
副題名:	making competitors irrelevant
作者:	AakerDavid A.,
出版地:	San Francisco, CA
出版者:	Jossey-Bass;
出版年:	c2011
版本:	1st ed.
面頁冊數:	xvi, 381 p.ill. : 24 cm.;
集叢名:	The Jossey-Bass business & management series
標題:	Brand name products -
標題:	Branding (Marketing) -
標題:	Technological innovations -
電子資源:	http://www.loc.gov/catdir/enhancements/fy1109/2010036007-b.html
電子資源:	http://www.loc.gov/catdir/enhancements/fy1109/2010036007-d.html
電子資源:	http://www.loc.gov/catdir/enhancements/fy1109/2010036007-t.html
附註:	Includes bibliographical references and index
摘要註:	"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"--Provided by publisher
ISBN:	978-0-470-61358-0
內容註:	Winning the brand relevance battle Understanding brand relevance: categorizing, framing, consideration, and measurement Changing the retail landscape Market dynamics in the automobile industry The food industry adapts Finding new concepts Evaluation Defining and managing the category or subcategory Creating barriers: sustaining the differentiation Gaining and maintaining relevance in the face of market dynamics The innovative organization

Brand relevance : making competitors irrelevant
Aaker, David A.

Brand relevance : making competitors irrelevant / David A. Aaker - 1st ed.. - San Francisco, CA : Jossey-Bass, c2011. - xvi, 381 p. ; ill. ; 24 cm.. - (The Jossey-Bass business & management series).
Winning the brand relevance battle.
Includes bibliographical references and index.
ISBN 978-0-470-61358-0ISBN 978-0-470-92259-0ISBN 978-0-470-92260-6ISBN 978-0-470-92261-3ISBN 0-470-61358-0ISBN 0-470-92259-1ISBN 0-470-92260-5ISBN 0-470-92261-3
Brand name productsBranding (Marketing)Technological innovations

Brand relevance : making competitors irrelevant
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327 1 $a Winning the brand relevance battle $a Understanding brand relevance: categorizing, framing, consideration, and measurement $a Changing the retail landscape $a Market dynamics in the automobile industry $a The food industry adapts $a Finding new concepts $a Evaluation $a Defining and managing the category or subcategory $a Creating barriers: sustaining the differentiation $a Gaining and maintaining relevance in the face of market dynamics $a The innovative organization
330 $a "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"--Provided by publisher
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