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Brand relevance : making competitors irrelevant / David A. Aaker.

By: Aaker, David A.
Material type: TextTextSeries: Jossey-Bass business & management series: Publisher: San Francisco, CA : Jossey-Bass, c2011Edition: 1st ed.Bibliography: Includes bibliographical references and index.Description: xvi, 381 p. : ill. ; 24 cm.ISBN: 9780470613580; 0470613580.Subject(s): Brand name products | Branding (Marketing) | Technological innovationsDDC classification: 658.8/27 Online resources: Contributor biographical information | Publisher description | Table of contents only
Contents:
Winning 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.
Summary: Market trends and innovations are creating markets while making others irrelevant. Presents strategies that are meant to develop and leverage brand relevance.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Two Weeks Davenport Library Circulating Collection Print-Circulating 658.827 Aa41 2011 (Browse shelf(Opens below)) Available 34284003740388

Includes bibliographical references and index.

Winning 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.

Market trends and innovations are creating markets while making others irrelevant. Presents strategies that are meant to develop and leverage brand relevance.

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