Brand Relevance : Making Competitors Irrelevant.

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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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Aaker, David A.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken : John Wiley & Sons, 2011.
Temas:
Brand name products.
Branding (Marketing)
Technological innovations.
Business.
Produits de marque.
Stratégie de marque.
Innovations.
Affaires.
branding.
Brand name products
Business
Technological innovations
Märkesvaror.
Säljfrämjande åtgärder.
Brands.
Branding.
Sales methods.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.
  • Epilogue: The Yin and Yang of the Relevance BattleNotes; Index.

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