Brand Relevance (PDF)
Making Competitors Irrelevant
(Sprache: Englisch)
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...
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...
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Produktinformationen zu „Brand Relevance (PDF)“
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.
Inhaltsverzeichnis zu „Brand Relevance (PDF)“
Preface 1. Winning the Brand Relevance Battle. Cases: The Japanese Beer Industry and The U.S. Computer Industry. Gaining Brand Preference. The Brand Relevance Model. Creating New Categories or Subcategories. Levels of Relevance. The New Brand Challenge. The First-Mover Advantage. The Payoff. Creating New Categories or Subcategories--Four Challenges. The Brand Relevance Model Versus Others. 2. Understanding Brand Relevance: Categorizing, Framing Consideration, and Measurement. Categorization. It's All About Framing. Consideration Set as a Screening Step. Measuring Relevance. 3. Changing the Retail Landscape. Cases: Muji. IKEA. Zara. H&M. Best Buy. Whole Foods Market. The Subway Story. Zappos. 4. Market Dynamics in the Automobile Industry. Cases: Toyota's Prius Hybrid. The Saturn Story. The Chrysler Minivan. Tata's Nano. Yugo. Enterprise Rent-A-Car. Zipcar. 5. The Food Industry Adapts. Cases: Fighting the Fat Battle. Nabisco Cookies. Dreyer's Slow Churned Ice Cream. P&G's Olestra. From Fat to Health. General Mills and the Health Trends. Healthy Choice. 6. Finding New Concepts. Case: Apple. Concept Generation. Sourcing Concepts. Prioritizing the Analysis. 7. Evaluation. Case: Segway's Human Transporter. Evaluation: Picking the Winners. Is There a Market--Is the Opportunity Real? Can We Compete and Win? Does the Offering Have Legs? Beyond Go or No-Go--A Portfolio of Concepts. 8. Defining the Category or Subcategory. Case: Salesforce.com. Defining a New Category or Subcategory. Functional Benefits Delivered by the Offering. Customer-Brand Relationship--Beyond the Offering. Categories and Subcategories: Complex and Dynamic. Managing the Category or Subcategory. 9. Creating Barriers: Sustaining the Differentiation. Case: Yamaha Disklavier. Creating Barriers to Competition. Investment Barriers. Owning a Compelling Benefit or Benefits. Relationships with Customers. Link the Brand to the Category or Subcategory. 10. Maintaining Relevance in the Face of Market Dynamics. Case:
... mehr
Walmart Avoiding the Loss of Relevance. Product Category or Subcategory Relevance. Category or Subcategory Relevance Strategies. Energy Relevance. Gaining Relevance--The Hyundai Case. 11. Innovative Organization. Case: GE. The Innovative Organization. Selective Opportunism. Dynamic Strategic Commitment. Organization-Wide Resource Allocation. Epilogue: The Yin and Yang of the Relevance Battle. Notes. Index.
... weniger
Autoren-Porträt von David A. Aaker
DAVID A. AAKER is vice chairman of Prophet Brand Strategy, an executive advisor to Dentsu Inc., and Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California, Berkeley.
Bibliographische Angaben
- Autor: David A. Aaker
- 2010, 1. Auflage, 400 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 0470922605
- ISBN-13: 9780470922606
- Erscheinungsdatum: 20.12.2010
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- Größe: 4.37 MB
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Sprache:
Englisch
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