9780470613580

Brand Relevance : Making Competitors Irrelevant

  • ISBN 13:

    9780470613580

  • ISBN 10:

    0470613580

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 01/25/2011
  • Publisher: Jossey-Bass

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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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

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Table of Contents

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