Branding guru Aaker shows how to eliminate the competition and
become the lead brand in your market
This ground-breaking book defines the concept of brand relevance
using dozens of case studies-Prius, Whole Foods, Westin, iPad and
more-and explains how brand relevance drives market dynamics, which
generates opportunities for your brand and threats for the
competition. Aaker reveals how these companies have made other
brands in their categories irrelevant. Key points: When managing a
new category of product, treat it as if it were a brand; By failing
to produce what customers want or losing momentum and visibility,
your brand becomes irrelevant; and create barriers to competitors
by supporting innovation at every level of the organization.Using
dozens of case studies, shows how to create or dominate new
categories or subcategories, making competitors irrelevantShows how
to manage the new category or subcategory as if it were a brand and
how to create barriers to competitorsDescribes the threat of
becoming irrelevant by failing to make what customer are buying or
losing energyDavid Aaker, the author of four brand books, has been
called the father of branding
This book offers insight for creating and/or owning a new
business arena. Instead of being the best, the goal is to be the
only brand around-making competitors irrelevant.
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