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Brand Relevance : Making Competitors Irrelevant.
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...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
John Wiley & Sons,
2011.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Aaker, David A. | |
| 245 | 1 | 0 | |a Brand Relevance : |b Making Competitors Irrelevant. |
| 260 | |a Hoboken : |b John Wiley & Sons, |c 2011. | ||
| 300 | |a 1 online resource (402 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 505 | 0 | |a Brand Relevance: Making Competitors Irrelevant; Contents; Preface; 1. Winning the Brand Relevance Battle; 2. Understanding Brand Relevance: Categorizing, Framing, Consideration, and Measurement; 3. Changing the Retail Landscape; 4. Market Dynamics in the Automobile Industry; 5. The Food Industry Adapts; 6. Finding New Concepts; 7. Evaluation; 8. Defining and Managing the Category or Subcategory; 9. Creating Barriers: Sustaining the Differentiation; 10. Gaining and Maintaining Relevance in the Face of Market Dynamics; 11. The Innovative Organization. | |
| 505 | 8 | |a Epilogue: The Yin and Yang of the Relevance BattleNotes; Index. | |
| 520 | |a 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 mo. | ||
| 588 | 0 | |a Print version record. | |
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Brand name products. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Technological innovations. | |
| 650 | 0 | |a Business. | |
| 650 | 6 | |a Produits de marque. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Innovations. | |
| 650 | 6 | |a Affaires. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a Brand name products |2 fast | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Business |2 fast | |
| 650 | 7 | |a Technological innovations |2 fast | |
| 650 | 7 | |a Märkesvaror. |2 sao | |
| 650 | 7 | |a Säljfrämjande åtgärder. |2 sao | |
| 650 | 7 | |a Brands. |2 shbe | |
| 650 | 7 | |a Branding. |2 shbe | |
| 650 | 7 | |a Sales methods. |2 shbe | |
| 650 | 7 | |a Technological innovations. |2 shbe | |
| 776 | 0 | 8 | |i Print version: |a Aaker, David A. |t Brand Relevance : Making Competitors Irrelevant. |d Hoboken : John Wiley & Sons, Inc., ©2011 |z 9780470613580 |
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