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Fler böcker av David A Aaker
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.
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.