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Brand Relevance
Making Competitors Irrelevant
Author: David A. Aaker
Narrator: Mark Ashby
Unabridged: 11 hr 50 min
Format: Digital Audiobook Download
Publisher: Gildan Media
Published: 07/20/2020
Category: Business & Economics - Marketing
Includes: Bonus Material
Synopsis
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.