Branding guru David Aaker explains how to eliminate the competition and become the lead brand in your market. This ground-breaking book defines the concept of brand relevance using dozens of case studies--Prius, Whole Foods, Westin, iPad, and more--and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, ...
Read More
Branding guru David Aaker explains how to eliminate the competition and become the lead brand in your market. This ground-breaking book defines the concept of brand relevance using dozens of case studies--Prius, Whole Foods, Westin, iPad, and more--and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand. By failing to produce what customers want, or losing momentum and visibility, your brand becomes irrelevant. You can create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, this book shows how to create or dominate new categories or subcategories, making competitors irrelevant. Aakers explains how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors. The book describes the threat of becoming irrelevant by failing to make what customers are buying or by losing energy. David Aaker, the author of four brand books, has been called the father of branding. This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around--making competitors irrelevant.
Read Less
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. In good all round condition. No dust jacket. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 700grams, ISBN: 9780470613580.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Good. Ships same day or next business day! UPS shipping available (Priority Mail for AK/HI/APO/PO Boxes). Used sticker and some writing and/or highlighting. Used books may not include working access code. Used books will not include dust jackets.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Very good. Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority!
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
TRUST OUR FEEDBACK RATING. USED VERY GOOD (Almost Like New).4. Construction of the book is excellent i.e. Tight spine. No loose pages. Clean pages. No writing, highlighting, marks or underlining on the pages (only a previous owners name, initials or price inside the front cover or on one of the front blank pages). Very slight page discoloration. Fresh looking front cover with no tears, major creases or major marks. Boards are hard, tight and strong. Minor shelf wear along the edges and sides of the book. Light rubbing on the cover. All books are mailed out in a bubble wrap mailer to protect your purchase. Orders are ALWAYS shipped same day or next day with FREE TRACKING emailed to you automatically. (WE TRY HARD TO DESCRIBE OUR BOOKS ACCURATELY SO YOU CAN BUY WITH CONFIDENCE)
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. Book contains pencil markings. In fair condition, suitable as a study copy. Dust jacket in fair condition. Library sticker on front cover. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 750grams, ISBN: 9780470613580.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. Clean from markings. In fair condition, suitable as a study copy. Dust jacket in fair condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 750grams, ISBN: 9780470613580.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Very good. All orders ship SAME or NEXT business day. Expedited shipments will be received in 1-5 business days within the United States. We proudly ship to APO/FPO addresses. 100% Satisfaction Guaranteed!