Brand Relevance

Making Competitors Irrelevant

av David A Aaker  (inbunden, 2011)

Pris:  189:-
Skickas inom 5-8 vardagar.
Fri frakt vid beställning på minst 99 kr för privatpersoner i Sverige - Läs mer
Den här varan kan inte längre levereras innan jul.

Kundrecensioner

Bli först att betygsätta och recensera boken Brand Relevance.

Brand Relevance (inbunden)
  • Inbunden (hardback)
  • Språk: Engelska
  • Antal sidor: 400
  • Utg.datum: 2011-02-15
  • Upplaga: 1
  • Förlag: Jossey Bass Wiley
  • Illustrationer: Illustrations
  • Dimensioner: 241 x 165 x 38 mm
  • Vikt: 612 g
  • Antal komponenter: 1
  • ISBN: 9780470613580

Fler böcker av David A Aaker

Strategic Market Management (inbunden)
Brand Leadership (inbunden)
Building Strong Brands (inbunden)
Managing Brand Equity (inbunden)

Strategic Market Management

David A Aaker, Damien McLoughlin
Häftad
474:-

Brand Leadership

David A Aaker, Erich Joachimsthaler
Häftad
224:-

Building Strong Brands

David A Aaker
Inbunden
205:-

Managing Brand Equity

David A Aaker
Inbunden
308:-

Bloggat om Brand Relevance

Övrig information

David A. Aaker is vice chairmanof Prophet Brand Strategy, an executiveadvisor to Dentsu Inc., and Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California, Berkeley.

Innehållsförteckning

Preface 1. Winning the Brand Relevance Battle. Cases: The Japanese Beer Industry and The U.S. Computer Industry. Gaining Brand Preference. The Brand Relevance Model. Creating New Categories or Subcategories. Levels of Relevance. The New Brand Challenge. The First-Mover Advantage. The Payoff. Creating New Categories or Subcategories-Four Challenges. The Brand Relevance Model Versus Others. 2. Understanding Brand Relevance: Categorizing, Framing Consideration, and Measurement. Categorization. It's All About Framing. Consideration Set as a Screening Step. Measuring Relevance. 3. Changing the Retail Landscape. Cases: Muji. IKEA. Zara. H&M. Best Buy. Whole Foods Market. The Subway Story. Zappos. 4. Market Dynamics in the Automobile Industry. Cases: Toyota's Prius Hybrid. The Saturn Story. The Chrysler Minivan. Tata's Nano. Yugo. Enterprise Rent-A-Car. Zipcar. 5. The Food Industry Adapts. Cases: Fighting the Fat Battle. Nabisco Cookies. Dreyer's Slow Churned Ice Cream. P&G's Olestra. From Fat to Health. General Mills and the Health Trends. Healthy Choice. 6. Finding New Concepts. Case: Apple. Concept Generation. Sourcing Concepts. Prioritizing the Analysis. 7. Evaluation. Case: Segway's Human Transporter. Evaluation: Picking the Winners. Is There a Market-Is the Opportunity Real? Can We Compete and Win? Does the Offering Have Legs? Beyond Go or No-Go-A Portfolio of Concepts. 8. Defining the Category or Subcategory. Case: Salesforce.com. Defining a New Category or Subcategory. Functional Benefits Delivered by the Offering. Customer-Brand Relationship-Beyond the Offering. Categories and Subcategories: Complex and Dynamic. Managing the Category or Subcategory. 9. Creating Barriers: Sustaining the Differentiation. Case: Yamaha Disklavier. Creating Barriers to Competition. Investment Barriers. Owning a Compelling Benefit or Benefits. Relationships with Customers. Link the Brand to the Category or Subcategory. 10. Maintaining Relevance in the Face of Market Dynamics. Case: Walmart Avoiding the Loss of Relevance. Product Category or Subcategory Relevance. Category or Subcategory Relevance Strategies. Energy Relevance. Gaining Relevance-The Hyundai Case. 11. Innovative Organization. Case: GE. The Innovative Organization. Selective Opportunism. Dynamic Strategic Commitment. Organization-Wide Resource Allocation. Epilogue: The Yin and Yang of the Relevance Battle. Notes. Index.

Du kanske gillar...

Tänka, snabbt och långsamt (pocket)

Tänka, snabbt och långsamt

Daniel Kahneman
Pocket
47:-
De svenska riskkapitalisterna : en berättelse om makt, pengar och hemligheter (inbunden)

De svenska riskkapitalisterna : en berättelse om mak...

Jan Almgren, Carolina Neurath
Inbunden
179:-
Oberoende är stark (inbunden)

Oberoende är stark

Anders Palmgren, Pehr G Gyllenhammar
Inbunden
167:-