Brand relevance
Subtitle: making competitors irrelevant
By: David A. Aaker
Edition: 1st ed.
Series: The Jossey-Bass business and management series
Publisher: Jossey-Bass
Published: 2011
Place of publication: San Francisco, CA
Language: eng
Number of pages: 400
ISBN-13: 9780470613580
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"--
Notes: Includes bibliographical references and index.