Brand relevance
David A. Aaker · 2011
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About the book
"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"--
Book details
- Year
- 2011
- Language
- English
- Series
- The Jossey-Bass business and management series
- Publisher
- Jossey-Bass
- Editions
- 1
- Pages
- 400
- ISBN
- 9780470613580
Data source: Wikidata
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