Brand Relevance

Esta es la portada del audiolibro Brand Relevance

Escrito por

David A. Aaker

Narrado por

Mark Ashby




11h 50m 39s

(0 calificaciones)

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.

Idioma: Inglés

Duración: 11h 50m 39s

Publicado por Gildan Audio