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Brand Relevance

By Aaker, David A.

Brand Relevance Law

Brand Relevance

Only 1 item left in stock
Description
THIS GROUND-BREAKING BOOK clearly defines the concept of brand relevance and shows what it takes to channel innovation and manage the competitive arena so that competition is reduced or eliminated. Throughout the book, branding guru David Aaker explains how brand relevance drives market dynamics using dozens of illustrative case studies involving brands such as Asahi Beer, Prius, Whole Foods Market, Hyundai, Zappos, Wheaties Fuel, Zipcar, Muji, Cafe Steamers, GE, SalesForce.com, and Apple. He reveals how brand teams have turned away from destructive brand preference competition by making other brands irrelevant. Adopting Aaker's brand relevance model—in which innovative offerings form categories and subcategories—provides dramatic opportunities for brand teams with insight and the ability to lead the market. As Aaker explains, successful brand relevance competition involves four vital tasks: concept generation, concept evaluation, creating barriers to the competition and, critically, actively defining and managing the new category or subcategory. It also involves being on top of the market, the competition, and the technology so that they get the timing right, a crucial element of a successful brand relevance strategy. Brand relevance is a threat as well as an opportunity to firms facing dynamic markets. Aaker shows how to avoid having a brand go into decline because people no longer consider it relevant. Brands that can create and manage new categories or subcategories making competitors irrelevant will prosper while others will be mired in debilitating marketplace battles or will be losing relevance and market position.
Product details
Edition:
1
Number of Pages:
400
Release Date:
2011-01-04
Publication Date:
2011-01-25
Publisher:
Wiley
Languages:
Original: English
ISBN10:
0470613580
ISBN13:
9780470613580
GPSR Manufacturer Reference:
[email protected]
Weight:
744 g
Height:
157 cm
Width:
235 cm
Thickness:
26 cm

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Very good
Almost no signs of wear. Book pages have no markings, accessories are intact and all other media are in good condition.
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