{"product_id":"brand-relevance-hardcover","title":"Brand Relevance - Hardcover","description":"\u003cp\u003eby \u003cb\u003eAaker\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eBranding guru Aaker shows how to eliminate the competition and become the lead brand in your market \u003c\/p\u003e\u003cp\u003eThis 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eUsing dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant\u003c\/li\u003e \u003cli\u003eShows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors\u003c\/li\u003e \u003cli\u003eDescribes the threat of becoming irrelevant by failing to make what customer are buying or losing energy\u003c\/li\u003e \u003cli\u003eDavid Aaker, the author of four brand books, has been called the father of branding\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThis 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.\u003c\/p\u003e\u003ch3\u003eFront Jacket\u003c\/h3\u003e\u003cp\u003eThis ground-breaking book clearly defines the concept of brand relevance and shows what it takes to channel innovation and manage the competitive arena so that competition is reduced or eliminated. \u003c\/p\u003e\u003cp\u003eThroughout the book, branding guru David Aaker explains how brand relevance drives market dynamics using dozens of illustrative case studies involving brands such as Asahi Beer, Prius, Whole Foods Market, Hyundai, Zappos, Wheaties Fuel, Zipcar, Muji, Cafe Steamers, GE, SalesForce.com, and Apple. He reveals how brand teams have turned away from destructive brand preference competition by making other brands irrelevant.\u003c\/p\u003e \u003cp\u003eAdopting Aaker's brand relevance model--in which innovative offerings form categories and subcategories--provides dramatic opportunities for brand teams with insight and the ability to lead the market. As Aaker explains, successful brand relevance competition involves four vital tasks: concept generation, concept evaluation, creating barriers to the competition and, critically, actively defining and managing the new category or subcategory. It also involves being on top of the market, the competition, and the technology so that they get the timing right, a crucial element of a successful brand relevance strategy.\u003c\/p\u003e \u003cp\u003eBrand relevance is a threat as well as an opportunity to firms facing dynamic markets. Aaker shows how to avoid having a brand go into decline because people no longer consider it relevant.\u003c\/p\u003e \u003cp\u003eBrands that can create and manage new categories or subcategories making competitors irrelevant will prosper while others will be mired in debilitating marketplace battles or will be losing relevance and market position.\u003c\/p\u003e\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eTHIS GROUND-BREAKING BOOK\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eclearly defines the concept of brand relevance and shows what it takes to channel innovation and manage the competitive arena so that competition is reduced or eliminated. \u003c\/p\u003e\u003cp\u003e Throughout the book, branding guru David Aaker explains how brand relevance drives market dynamics using dozens of illustrative case studies involving brands such as Asahi Beer, Prius, Whole Foods Market, Hyundai, Zappos, Wheaties Fuel, Zipcar, Muji, Cafe Steamers, GE, SalesForce.com, and Apple. He reveals how brand teams have turned away from destructive brand preference competition by making other brands irrelevant. \u003c\/p\u003e\u003cp\u003eAdopting Aaker's brand relevance model--in which innovative offerings form categories and subcategories--provides dramatic opportunities for brand teams with insight and the ability to lead the market. As Aaker explains, successful brand relevance competition involves four vital tasks: concept generation, concept evaluation, creating barriers to the competition and, critically, actively defining and managing the new category or subcategory. It also involves being on top of the market, the competition, and the technology so that they get the timing right, a crucial element of a successful brand relevance strategy. \u003c\/p\u003e\u003cp\u003eBrand relevance is a threat as well as an opportunity to firms facing dynamic markets. Aaker shows how to avoid having a brand go into decline because people no longer consider it relevant. \u003c\/p\u003e\u003cp\u003eBrands that can create and manage new categories or subcategories making competitors irrelevant will prosper while others will be mired in debilitating marketplace battles or will be losing relevance and market position.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eDAVID A. AAKER\u003c\/b\u003e is vice chairman of \u003cb\u003eProphet Brand Strategy, \u003c\/b\u003e an executive advisor to Dentsu Inc., and Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California, Berkeley.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 400\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 1.42 x 9.08 x 6.39 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e January 04, 2011\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51762029003040,"sku":"9780470613580","price":32.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/9e541e63419cd654bca5ddb43240f4db.webp?v=1780215336","url":"https:\/\/ebocreations.com\/products\/brand-relevance-hardcover","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}