Brand relevance : making competitors irrelevant / David A. Aaker.
Material type: TextSeries: Jossey-Bass business & management series: Publisher: San Francisco, CA : Jossey-Bass, c2011Edition: 1st edDescription: xvi, 381 pages : illustrations ; 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780470613580; 0470613580Subject(s): Brand name products | Branding (Marketing) | Technological innovations | Brand name products | Branding (Marketing) | Technological innovations | Brand name products | Branding (Marketing) | Technological innovations | Business and ManagementItem type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
書 | 世新大學圖書館 三樓西文圖書區 | 圖書 | 658.827 Aa-3 2011 (Browse shelf) | Available | E135042 |
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.
"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.
Includes bibliographical references and index.
There are no comments on this title.