TY  - BOOK
AU  - Aaker,David A.
ED  - ebrary, Inc.
TI  - Brand relevance: making competitors irrelevant 
T2  - The Jossey-Bass business and management series
AV  - HD69.B7 A21535 2011eb
U1  - 658.8/27 22
PY  - 2011///
CY  - San Francisco, Calif.
PB  - Jossey-Bass
KW  - Brand name products
KW  - Branding (Marketing)
KW  - Technological innovations
KW  - Electronic books
KW  - local
N1  - Includes bibliographical references and index; Electronic reproduction; Palo Alto, Calif.; ebrary; 2011; Available via World Wide Web; Access may be limited to ebrary affiliated libraries
N2  - "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 only--making competitors irrelevant"--
UR  - http://site.ebrary.com/lib/welingkar/Doc?id=10438354
ER  -