The Resource Brand relevance : making competitors irrelevant, David A. Aaker, (ebook)

Brand relevance : making competitors irrelevant, David A. Aaker, (ebook)

Label
Brand relevance : making competitors irrelevant
Title
Brand relevance
Title remainder
making competitors irrelevant
Statement of responsibility
David A. Aaker
Creator
Contributor
Subject
Genre
Language
eng
Summary
"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"--
Member of
Assigning source
Provided by publisher
Cataloging source
MiAaPQ
http://library.link/vocab/creatorName
Aaker, David A
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HD69.B7
LC item number
A21535 2011
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • NC Live eBook Central
  • ProQuest (Firm)
Series statement
The Jossey-Bass business and management series
http://library.link/vocab/subjectName
  • Brand name products
  • Branding (Marketing)
  • Technological innovations
Label
Brand relevance : making competitors irrelevant, David A. Aaker, (ebook)
Link
https://www.nclive.org/cgi-bin/nclsm?url=https://ebookcentral.proquest.com/lib/cmlibrary-ebooks/detail.action?docID=644830
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Color
multicolored
Dimensions
unknown
Edition
1st ed.
Extent
xvi, 381 p.
Form of item
  • online
  • electronic
Other physical details
ill.
Reproduction note
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
Specific material designation
remote
System control number
  • EBC644830
  • (MiAaPQ)EBC644830
  • (Au-PeEL)EBL644830
  • (CaPaEBR)ebr10438354
  • (CaONFJC)MIL367798
  • (OCoLC)700704017
Label
Brand relevance : making competitors irrelevant, David A. Aaker, (ebook)
Link
https://www.nclive.org/cgi-bin/nclsm?url=https://ebookcentral.proquest.com/lib/cmlibrary-ebooks/detail.action?docID=644830
Publication
Bibliography note
Includes bibliographical references and index
Color
multicolored
Dimensions
unknown
Edition
1st ed.
Extent
xvi, 381 p.
Form of item
  • online
  • electronic
Other physical details
ill.
Reproduction note
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
Specific material designation
remote
System control number
  • EBC644830
  • (MiAaPQ)EBC644830
  • (Au-PeEL)EBL644830
  • (CaPaEBR)ebr10438354
  • (CaONFJC)MIL367798
  • (OCoLC)700704017

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