Branding guru David Aaker explains 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. You can create barriers to competitors by supporting invation at every level of the organization. Using dozens of case studies, this book shows how to create or dominate new categories or subcategories, making competitors irrelevant. Aakers explains how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors. The book describes the threat of becoming irrelevant by failing to make what customers are buying or by losing energy. David 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.
Product Identifiers
Publisher
Audible Studios ON Brilliance
ISBN-10
1511383607
ISBN-13
9781511383608
eBay Product ID (ePID)
220905961
Product Key Features
Author
David a Aaker
Format
CD, MP3 Format
Language
English
Genre
Sales & Marketing
Dimensions
Weight
82g
Height
170mm
Width
135mm
Additional Product Features
Spine
13mm
Running Time
720
Read by
Mark Ashby
Date of Publication
22/03/2016
Subject
Sales & Marketing
Imprint
Audible Studios ON Brilliance
Country of Publication
United States
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