Brand Relevance: Making Competitors Irrelevant 9780470613580 夸克云 txt pdf umd tct 百度云 kindle 下载

　　Substantialmarkettrendsandtransformationalinnovationsarecreatingmarketsandmakingothersirrelevant.Theresultisamajorthreatfornearlyeverybusinessandasignificantopportunityforafew.Thisbookwillbethefirstmarketingstrategybooktodevelopandleveragetheconceptofbrandrelevance.Toremainrelevant,afirmcancreateanewcategoryorsubcategory--suchasiPod,CirqueduSoleil,andeBaydid--wherecompetitorsareeliminated.Orafirmcanredefineanexistingcategoryorsubcategorybycreatingorelevatinganofferingfeatureorcharacteristic--asPriuscreatedasubcategorydefinedbygasmileageandtechnology,orWestindidwithitsHeavenlyBed.Ineithercase,afirmcancreateorownanewbusinessarenaorsubmarketinwhichsomeorallcompetitorsarenotrelevant.Insteadofbeingthebest,thegoalistobetheonly--makingcompetitorsirrelevant.

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　　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.

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