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{ "item_title" : "Brand Relevance", "item_author" : [" "], "item_description" : "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 onlymaking competitors irrelevant.", "item_img_path" : "https://covers3.booksamillion.com/covers/audiobook/78/88/9781663708878_CD393357_b.jpg", "price_data" : { "retail_price" : "25.99", "our_price" : "25.99", "club_price" : "25.99", "savings_amt" : "0.00", "savings_pct" : "0", "discount_pct" : "10", "club_savings_amt" : "0.00" } }
Brand Relevance|Aaker, David A.

Brand Relevance : Making Competitors Irrelevant

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Overview

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 onlymaking competitors irrelevant.

Details

  • ISBN-13: 9781663708878
  • Publisher: Ascent Audio
  • Publish Date: July 2020
  • Author: David A. Aaker
  • Narrator: Mark Ashby
  • Duration: 11:50:39

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