Brand relevance : making competitors irrelevant / David A. Aaker.
By: Aaker, David A.
Material type: TextSeries: 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 onlyItem type | Current library | Collection | Call number | Status | Date due | Barcode | |
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Two Weeks | Davenport Library Circulating Collection | Print-Circulating | 658.827 Aa41 2011 (Browse shelf(Opens below)) | Available | 34284003740388 |
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658.816 M725 2010 The 1% windfall : how successful companies use price to profit and grow / | 658.82 H125 2011 Brand failures : the truth about the 100 biggest branding mistakes of all time / | 658.823 B613 2012 The color revolution / | 658.827 Aa41 2011 Brand relevance : making competitors irrelevant / | 658.827 B733 Brand power / | 658.827 B738 The philosophy of branding : great philosophers think brands / | 658.827 C796 2011 Brand resilience : managing risk and recovery in a high-speed world / |
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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