Brand Relevance: Making Competitors Irrelevant,Used

Brand Relevance: Making Competitors Irrelevant,Used

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SKU: SONG0470613580
Brand: Jossey-Bass
$9.44
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Branding guru Aaker shows how to eliminate the competition and become the lead brand in your marketThis groundbreaking book defines the concept of brand relevance using dozens of case studiesPrius, Whole Foods, Westin, iPad and moreand 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 irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of brandingThis 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 aroundmaking competitors irrelevant.

⚠️ WARNING (California Proposition 65):

This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.

For more information, please visit www.P65Warnings.ca.gov.

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