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Brand relevance : making competitors irrelevant

[NT 42944] Record Type:	[NT 1579] Language materials, printed : [NT 40817] monographic
[NT 47348] Title Information:	making competitors irrelevant
[NT 47261] Author:	AakerDavid A.,
[NT 47351] Place of Publication:	San Francisco, CA
[NT 47263] Published:	Jossey-Bass;
[NT 47352] Year of Publication:	c2011
[NT 50960] Edition:	1st ed.
[NT 47264] Description:	xvi, 381 p.ill. : 24 cm.;
[NT 47298] Series:	The Jossey-Bass business & management series
[NT 47266] Subject:	Technological innovations -
[NT 47266] Subject:	Branding (Marketing) -
[NT 47266] Subject:	Brand name products -
[NT 51458] Online resource:	http://www.loc.gov/catdir/enhancements/fy1109/2010036007-b.html
[NT 51458] Online resource:	http://www.loc.gov/catdir/enhancements/fy1109/2010036007-d.html
[NT 51458] Online resource:	http://www.loc.gov/catdir/enhancements/fy1109/2010036007-t.html
[NT 51398] Summary:	"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
[NT 50961] ISBN:	9780470613580
[NT 50961] ISBN:	0470613580
[NT 60779] Content Note:	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 9780470613580ISBN 0470613580
Technological innovationsBranding (Marketing)Brand name products

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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