eBook Three Threats to Brand Relevance: Strategies That Work, 1st Edition

  • Published By:
  • ISBN-10: 1118658027
  • ISBN-13: 9781118658024
  • DDC: 658.872
  • Grade Level Range: 12th Grade +
  • 204 Pages | eBook
  • Original Copyright 2013 | Published/Released May 2014
  • This publication's content originally published in print form: 2013
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About

Overview

From branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats Aaker reveals that the key to an organization’s sustained growth is to learn what it takes to bring "big" innovation to market and create barriers to competitors. Aaker also shows how well-established companies can avoid becoming irrelevant in the face of the continuing parade of marketing dynamics led by others. Building on his full-length book Brand Relevance, Aaker offers a guide for confronting the three threats if they emerge and shows how to put in place the strategies that will keep the threats at bay.

Table of Contents

Front Cover.
Half Title Page.
Other Front Matter.
Title Page.
Copyright Page.
Contents.
Introduction.
1: Declining Category or Subcategory.
2: Losing Energy Relevance.
3: A Brand Negative Becomes a Reason Not to Buy.
4: The Three Brand Relevance Threats.
About the Author.