Brand Relevance Making Competitors Irrelevant
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Form:Einzelkauf Download
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Sprache:Englisch
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eBook Format:PDF
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21,99 €
inkl. gesetzl. MwSt.Beschreibung
Produktdetails
Format
Kopierschutz
Ja
Family Sharing
Nein
Text-to-Speech
Nein
Erscheinungsdatum
20.12.2010
Verlag
John Wiley & SonsSeitenzahl
400 (Printausgabe)
Dateigröße
4480 KB
Auflage
1. Auflage
Sprache
Englisch
EAN
9780470922606
Branding guru Aaker shows how to eliminate the competition and
become the lead brand in your market
This ground-breaking book defines the concept of brand relevance
using dozens of case studies-Prius, Whole Foods, Westin, iPad and
more-and explains how brand relevance drives market dynamics, which
generates opportunities for your brand and threats for the
competition. Aaker reveals how these companies have made other
brands in their categories irrelevant. Key points: When managing a
new category of product, treat it as if it were a brand; By failing
to produce what customers want or losing momentum and visibility,
your brand becomes irrelevant; and create barriers to competitors
by supporting innovation at every level of the organization.
* Using dozens of case studies, shows how to create or dominate
new categories or subcategories, making competitors irrelevant
* Shows how to manage the new category or subcategory as if it
were a brand and how to create barriers to competitors
* Describes the threat of becoming irrelevant by failing to make
what customer are buying or losing energy
* David Aaker, the author of four brand books, has been called
the father of branding
This book offers insight for creating and/or owning a new
business arena. Instead of being the best, the goal is to be the
only brand around-making competitors irrelevant.
become the lead brand in your market
This ground-breaking book defines the concept of brand relevance
using dozens of case studies-Prius, Whole Foods, Westin, iPad and
more-and explains how brand relevance drives market dynamics, which
generates opportunities for your brand and threats for the
competition. Aaker reveals how these companies have made other
brands in their categories irrelevant. Key points: When managing a
new category of product, treat it as if it were a brand; By failing
to produce what customers want or losing momentum and visibility,
your brand becomes irrelevant; and create barriers to competitors
by supporting innovation at every level of the organization.
* Using dozens of case studies, shows how to create or dominate
new categories or subcategories, making competitors irrelevant
* Shows how to manage the new category or subcategory as if it
were a brand and how to create barriers to competitors
* Describes the threat of becoming irrelevant by failing to make
what customer are buying or losing energy
* David Aaker, the author of four brand books, has been called
the father of branding
This book offers insight for creating and/or owning a new
business arena. Instead of being the best, the goal is to be the
only brand around-making competitors irrelevant.
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