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AuthorAaker, David A
TitleBrand relevance : making competitors irrelevant / David A. Aaker
Imprint San Francisco, CA : Jossey-Bass, c2011
Edition 1st ed
Descript xvi, 381p. : ill. ; 24 cm

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"-- Provided by publisher


Brand name products Branding (Marketing) Technological innovations

LOCATIONCALL#STATUS
Chula Business School Library658.827 A111B 2011CHECK SHELVES
Chula Business School Library658.827 A111B 2011DUE 25-05-21

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