{ "item_title" : "Brand Relevance", "item_author" : [" David Aaker", "Mark Ashby "], "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://covers2.booksamillion.com/covers/bam/9/79/820/054/9798200543793_b.jpg", "price_data" : { "retail_price" : "49.99", "online_price" : "49.99", "our_price" : "49.99", "club_price" : "49.99", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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