Brand relevance [electronic resource] : making competitors irrelevant / David A. Aaker.

Brand relevance [electronic resource] : making competitors irrelevant / David A. Aaker.

1st ed.

9780470613580
0470613580
9780470922606 (electronic bk.)
0470922605 (electronic bk.)
9780470922590 (electronic bk.)
0470922591 (electronic bk.)
9780470922613 (electronic bk.)
0470922613 (electronic bk.)

San Francisco, CA : Jossey-Bass, c2011.

English

1 online resource (xvi, 381 p.) : ill.

HD69.B7 A21535 2011eb

658.8/27

"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.

Access limited to authorized users.

Description based on print version record.

Jossey-Bass business & management series.

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