Brand relevance : making competitors irrelevant
(Book)
Author
Published
San Francisco, CA : Jossey-Bass, [2011].
Status
Central - Adult Nonfiction
658.827 AAKER
1 available
658.827 AAKER
1 available
Copies
Location | Call Number | Status |
---|---|---|
Central - Adult Nonfiction | 658.827 AAKER | Available |
Description
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More Details
Published
San Francisco, CA : Jossey-Bass, [2011].
Format
Book
Physical Desc
xvi, 381 pages : illustrations ; 24 cm.
Language
English
Notes
Bibliography
Includes bibliographical references and index.
Description
"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.
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Citations
APA Citation, 7th Edition (style guide)
Aaker, D. A. (2011). Brand relevance: making competitors irrelevant (First edition.). Jossey-Bass.
Chicago / Turabian - Author Date Citation, 17th Edition (style guide)Aaker, David A. 2011. Brand Relevance: Making Competitors Irrelevant. Jossey-Bass.
Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)Aaker, David A. Brand Relevance: Making Competitors Irrelevant Jossey-Bass, 2011.
MLA Citation, 9th Edition (style guide)Aaker, David A. Brand Relevance: Making Competitors Irrelevant First edition., Jossey-Bass, 2011.
Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.
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