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Brand relevance (c2011.) / Aaker ، David A.، نویسنده
نوع مدرک:متون چاپی
سرشناسهAaker ، David A.، نویسنده
شماره بازیابی :HD69 ‭.B7 A21535 2011
عنوان :Brand relevance
تکرار نام مولف :David A. Aaker.
ویرایش :1st ed.
ناشر:San Francisco, CA : Jossey-Bass
سال نشر :c2011.
فروست :The Jossey-Bass business & management series
صفحه شمار:xvi, 381 p.
ویژگی :ill.
ابعاد :24 cm.
شابک/شاپا978-0-470-61358-0
یادداشتIncludes bibliographical references and index.
موضوع‌ها :اصفا
Brand name products. ؛ Branding (Marketing) ؛ Technological innovations.
چکیده :"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"--
مندرجاتWinning the brand relevance battle -- Understanding brand relevance: categorizing, framing, consideration, and measurement -- Changing the retail landscape -- Market dynamics in the automobile industry -- The food industry adapts -- Finding new concepts -- Evaluation -- Defining and managing the category or subcategory -- Creating barriers: sustaining the differentiation -- Gaining and maintaining relevance in the face of market dynamics -- The innovative organization.
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زبان مدرک :English

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