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Brand Relevance : Making Competitors Irrelevant

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.

Lydbog

  • Udgivet: 20.7.2020

  • Sprog: engelsk

  • Udgiver: Ascent Audio

  • ISBN: 9781663708878


Forfatter:

  • David A. Aaker

Fortæller:

  • Mark Ashby

Format:

  • Lydbog

Varighed:

  • 11 t 51 min

Sprog:

engelsk

Kategorier:

  • Business
  • Markedsføring

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