The Resource Brand relevance : making competitors irrelevant, David A. Aaker, (electronic resource)

Brand relevance : making competitors irrelevant, David A. Aaker, (electronic resource)

Label
Brand relevance : making competitors irrelevant
Title
Brand relevance
Title remainder
making competitors irrelevant
Statement of responsibility
David A. Aaker
Creator
Contributor
Provider
Subject
Language
eng
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"--
Member of
Assigning source
Provided by publisher
Cataloging source
CaPaEBR
http://library.link/vocab/creatorName
Aaker, David A
Illustrations
illustrations
Index
index present
LC call number
HD69.B7
LC item number
A21535 2011eb
Literary form
non fiction
Nature of contents
  • standards specifications
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
ebrary
Series statement
The Jossey-Bass business and management series
http://library.link/vocab/subjectName
  • Brand name products
  • Branding (Marketing)
  • Technological innovations
Label
Brand relevance : making competitors irrelevant, David A. Aaker, (electronic resource)
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Color
multicolored
Dimensions
unknown
Edition
1st ed.
Extent
xvi, 381 p.
Form of item
electronic
Other physical details
ill.
Specific material designation
remote
System control number
  • (OCoLC)705929747
  • (CaPaEBR)ebr10438354
Label
Brand relevance : making competitors irrelevant, David A. Aaker, (electronic resource)
Publication
Bibliography note
Includes bibliographical references and index
Color
multicolored
Dimensions
unknown
Edition
1st ed.
Extent
xvi, 381 p.
Form of item
electronic
Other physical details
ill.
Specific material designation
remote
System control number
  • (OCoLC)705929747
  • (CaPaEBR)ebr10438354

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