9780470613580

Brand Relevance : Making Competitors Irrelevant

by
  • ISBN13:

    9780470613580

  • ISBN10:

    0470613580

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 1/25/2011
  • Publisher: Jossey-Bass

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Summary

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 only-making competitors irrelevant.

Author Biography

David A. Aaker is vice chairmanof Prophet Brand Strategy, an executiveadvisor to Dentsu Inc., and Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California, Berkeley.

Table of Contents

Preface
Winning the Brand Relevance Battle
Cases
The Japanese Beer Industry
The U.S. Computer Industry
Gaining Brand Preference
The Brand Relevance Model
The New Brand Challenge
The First-Mover Advantage
The Payoff
Creating New Categories or Subcategories-Four Challenges
The Brand Relevance Model Versus Others
Understanding Brand Relevance: Categorizing, Framing Consideration, and Measurement
Categorization
It's All About Framing
Consideration Set as a Screening Step
Measuring Relevance
Changing the Retail Landscape
Cases
Muji
IKEA
Zara
H&M
Best Buy
Whole Foods Market
The Subway Story
Zappos
Market Dynamics in the Automobile Industry
Cases
Toyota's Prius Hybrid
The Saturn Story
The Chrysler Minivan
Tata's Nano
Yugo
Enterprise Rent-A-Car
Zipcar
The Food Industry Adapts
Cases
Nabisco Cookies
Dreyer's Slow Churned Ice Cream
P&G's Olestra
General Mills
Healthy Choice
Fighting the Fat Battle
From Fat to Health
Finding New Concepts
Case
Apple
Concept Generation-Unmet Needs and Creativity
Sourcing Concepts-Fifteen Approaches
Prioritizing the Analysis
Evaluation
Case
Segway's Human Transporter
Is There a Market-Is the Opportunity Real?
Can We Compete and Win
Does the Offering Have Legs?
Beyond Go or No-Go-A Portfolio of Concepts
Defining the Category or Subcategory
Case
Salesforce.com
Defining a New Category or Subcategory
Functional Benefits Delivered by the Offering
Customer-Brand Relationship-Beyond the Offering
Categories and Subcategories: Complex and Dynamic
Managing the Category or Subcategory
Creating Barriers: Sustaining the Differentiation
Case
Yamaha Disklavier
Creating Barriers to Competition
Investment Barriers
Owning a Compelling Benefit or Benefits
Relationships with Customers
Maintaining Relevance in the Face of Market Dynamics
Case
Walmart
Product Category or Subcategory Relevance
Energy Relevance
Innovative Organization
Case
GE
Selective Opportunism
Dynamic Strategic Commitment
Organization-Wide Resource Allocation
Epilogue: The Yin and Yang of the Relevance Battle
Notes
Index
Table of Contents provided by Publisher. All Rights Reserved.

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