0
ISBN
9781118658024
Genre
Algemeen
Verschenen
03-04-2013
Bindwijze
Ebook EPUB
Taal
Engels
Uitgever
Wiley
Auteur(s)
David A. Aaker
Three Threats to Brand Relevance
Strategies That Work
Reeks: J-B Short Format Series
David A. Aaker
In winkelmandje
Leesfragment
€3,99
"Threats
to
brand
relevance
are
always
lurking
around
the
corner.
Your
brand
is
virtually
never
immune
from
the
risk
of
fading
instead
of
being
energized
or
being
damaged
instead
of
strengthened."—David
AakerFrom
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.Threat
#1:
A
decline
in
category
or
subcategory
relevance.
Customers
simply
no
longer
want
to
buy
what
you
are
making,
despite
the
fact
you
are
offering
a
quality
product
and
some
customers
love
it.Threat
#2:
The
loss
of
energy
relevance.
Without
energy
the
brand
simply
does
not
come
to
mind
as
other
more
visible
brands
and
a
decline
in
energy
can
create
a
perception
that
it
is
locked
in
the
past,
suitable
for
an
older
generation.Threat
#3:
The
emergence
of
a
"reason-not-to-buy."
The
brand
may
have
a
perceived
quality
problem
or
be
associated
with
a
firm
policy
that
is
not
acceptable.Whether
your
brand
is
just
breaking
into
the
marketplace
or
has
a
long
held
place
in
the
hearts
of
its
consumers,
any
forward-thinking
company
can
implement
Aaker's
proven
methods
and
strategies
as
part
of
their
organization's
ongoing
review
of
brand
strategy
with
the
help
of
this
succinct
and
to-the-point
resource.About
the
Jossey-Bass
Short
Format
Series Written
by
thought
leaders
and
experts
in
their
fields,
pieces
in
the
Jossey-Bass
Short
Format
Series
provide
busy,
on-the-go
professionals,
managers
and
leaders
around
the
world
with
must-have,
just-in-time
information
in
a
concise
and
actionable format.
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