Three Threats To Brand Relevance

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Three Threats to Brand Relevance

David A. Aaker

Author : David A. Aaker
Publisher : John Wiley & Sons
Page : 38 pages
File Size : 50,8 Mb
Release : 2013-04-03
Category : Business & Economics
ISBN : 9781118658024

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Three Threats to Brand Relevance by David A. Aaker Pdf

"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 Aaker 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. 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.

Brand Relevance

David A. Aaker

Author : David A. Aaker
Publisher : John Wiley & Sons
Page : 400 pages
File Size : 49,6 Mb
Release : 2011-01-25
Category : Business & Economics
ISBN : 9780470613580

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Brand Relevance by David A. Aaker Pdf

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

Aaker on Branding

David Aaker

Author : David Aaker
Publisher : Morgan James Publishing
Page : 220 pages
File Size : 50,8 Mb
Release : 2014-02-01
Category : Business & Economics
ISBN : 9781614488330

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Aaker on Branding by David Aaker Pdf

“A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership.” —Joseph V. Tripodi, former Chief Marketing Officer, Subway and Coca-Cola Aaker on Branding presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. Aaker on Branding is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. “Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you’re a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands.” —Ann Lewnes, CMO Adobe Technology “I am a devoted user of David Aaker’s work over many years, I, like many of you, have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It’s just outstanding.” —Richard Lyons, Dean, Berkeley-Haas School of Business Administration

Creating Signature Stories

David Aaker

Author : David Aaker
Publisher : Morgan James Publishing
Page : 157 pages
File Size : 53,6 Mb
Release : 2018-01-02
Category : Business & Economics
ISBN : 9781683506126

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Creating Signature Stories by David Aaker Pdf

“All marketers should heed [the] advice” of this brand marketing guru in his latest book on digital storytelling.” —Joseph V. Tripodi, former Chief Marketing Officer, Subway and Coca-Cola Stories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement. Signature stories?intriguing, authentic, and involving narratives?apply the power of stories to communicate a strategic message. Marketing professionals, coping with the digital revolution and the need to have their strategic message heard internally and externally, are realizing that a digital strategy revolves around content and that content is stories. Creating Signature Stories shows organizations how to introduce storytelling into their strategic messaging, and guides organizations to find, or even create, signature stories and leverage them over time. With case studies built into every chapter, organizations will realize the power of storytelling to energize readers, gain visibility, persuade audiences, and inspire action.

Owning Game-Changing Subcategories

David Aaker

Author : David Aaker
Publisher : Morgan James Publishing
Page : 234 pages
File Size : 43,8 Mb
Release : 2020-02-04
Category : Business & Economics
ISBN : 9781642798913

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Owning Game-Changing Subcategories by David Aaker Pdf

Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital. Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events. Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with “my brand is better than your brand” marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to: develop new “must haves” that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base; become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and create barriers to competitors that could include “must-have” associations and a basis of relationships that go beyond functional benefits.

Aaker on Branding

David Aaker

Author : David Aaker
Publisher : Morgan James Publishing
Page : 219 pages
File Size : 48,8 Mb
Release : 2014-07-15
Category : Business & Economics
ISBN : 9781614488323

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Aaker on Branding by David Aaker Pdf

An expert presents in a compact form the 20 essential principles of branding that will lead to the creation of strong brands.

Strategy for Executives: 2019 Edition

Sun Wu

Author : Sun Wu
Publisher : Strategy for Executives LLC
Page : 461 pages
File Size : 53,6 Mb
Release : 2019-03-01
Category : Business & Economics
ISBN : 9781733795814

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Strategy for Executives: 2019 Edition by Sun Wu Pdf

Strategy for Executives is the only business strategy book that you and your teams will ever need. This book presents a self-contained strategy framework that introduces the core concepts of business strategy and its associated tools from scratch so that you don’t need any previous knowledge or experience. It gradually takes you from the basics and fundamentals of strategy to a level of depth that even if you’re an experienced executive, you will still find relevant and useful. More specifically, Strategy for Executives will help you: - Learn the fundamental concepts of business strategy from scratch - Create a solid plan to protect your core business from erosion and commoditization - Maximize your organization’s valuation with our seven different paths to grow - Ensure the implementation of your strategy using our execution system - Understand capital allocation and how it can help you achieve your organization’s goals It also includes a complementary downloadable mindmap and other tools which you can access for free at strategyforexecs.com. This framework is based on extensive multi-year research led by Sun Wu, a seasoned Fortune 500 executive, where he and his team broke down the most popular strategy frameworks of the last 40 years, extracted their core ideas, and tied them all together into a single didactical and self-contained body of knowledge. The idea is to build your strategy knowledge from the ground up through a unified framework avoiding the confusion that comes from learning this complex but critical subject from different sources. It combines Sun Wu’s over 15 years of real-life experience, complemented by a thorough revision of more than 300 books and research papers, and over 500 hours of videos, interviews and formal training. The final result is a concise guide that will help you understand and build a winning strategy from the ground up, supported by numerous examples of modern organizations including General Electric, Amazon, Netflix, HBO, NextEra Energy, Kodak, Google, GoPro, McKinsey & Co., Rolls-Royce, Walmart, Uber, Align Technology, United Parcel Service (UPS), FedEx, Sony, IBM, Dr Pepper Snapple, Square, and Procter & Gamble among others. Since every concept is explained from scratch, Strategy for Executives, currently in its 2019 edition, is the only strategy framework that you and your teams will ever need.

Digital Branding Fever

Athanasios Poulis,Ioannis Rizomyliotis,Kleopatra Konstantoulaki

Author : Athanasios Poulis,Ioannis Rizomyliotis,Kleopatra Konstantoulaki
Publisher : Business Expert Press
Page : 128 pages
File Size : 44,9 Mb
Release : 2017-10-11
Category : Business & Economics
ISBN : 9781947098831

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Digital Branding Fever by Athanasios Poulis,Ioannis Rizomyliotis,Kleopatra Konstantoulaki Pdf

Your first step in a business is the most important one! When crafting a digital branding strategy, you want longevity. That’s the only way to succeed! In order to develop an effective digital marketing mix, it is important to understand the value of your brand for each target market. Of course, the value of a brand in a web-based company may have heightened importance due to the intangible nature of the web. Bottom line is that you always need to keep it simple and give a WOW experience. The game is changing and you need to step up! Digital branding is the creation and development of communications strategies specifically for brands to have a meaningful context on the web. Branding is not what you say but what you do! In this book, we will create together step by step your digital branding strategy and give your consumers an unforgettable experience.

Brand Portfolio Strategy

David A. Aaker

Author : David A. Aaker
Publisher : Free Press
Page : 368 pages
File Size : 50,7 Mb
Release : 2020-03-24
Category : Business & Economics
ISBN : 9781982146528

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Brand Portfolio Strategy by David A. Aaker Pdf

In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Managing Brand Equity

David A. Aaker

Author : David A. Aaker
Publisher : Simon and Schuster
Page : 336 pages
File Size : 49,9 Mb
Release : 2009-12-01
Category : Business & Economics
ISBN : 9781439188385

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Managing Brand Equity by David A. Aaker Pdf

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn

Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference

Leroy Robinson, Jr.

Author : Leroy Robinson, Jr.
Publisher : Springer
Page : 241 pages
File Size : 54,7 Mb
Release : 2014-10-23
Category : Business & Economics
ISBN : 9783319108643

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Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference by Leroy Robinson, Jr. Pdf

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2009 Academy of Marketing Science (AMS) Annual Conference held in Baltimore, Maryland.

Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector

Santos, José Duarte,Pereira, Inês Veiga

Author : Santos, José Duarte,Pereira, Inês Veiga
Publisher : IGI Global
Page : 355 pages
File Size : 43,5 Mb
Release : 2021-06-25
Category : Business & Economics
ISBN : 9781799872641

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Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector by Santos, José Duarte,Pereira, Inês Veiga Pdf

The healthcare sector has never been under as much pressure as it is today. This pressure has motivated organizations to reinvent themselves, forcing management and marketing to take a more active role. Due to this reinvention, organizations must incorporate a stronger culture of management and marketing orientation that allows companies to define their course, optimize their resources, communicate with their stakeholders more efficiently, and encourage customers to become more involved with the company. This need is particularly urgent in the healthcare sector, as its weight in the economy has grown recently and it must prepare for economic recovery. Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector provides knowledge and skills to apply management and marketing on strategic, tactical, and operational aspects with an emphasis on the healthcare industry. Various aspects of management and marketing, such as operations management, quality management, human resources, brand management, and digital marketing, are discussed. The book is ideal for management and marketing academics, their students (undergraduate/graduate programs), researchers, managers, advertisers, healthcare organizations, hospital boards, pharmaceutical representatives, and marketers who need to optimize the potential of management marketing applied in the healthcare industry.

Power Brands

Jesko Perrey,Tjark Freundt,Dennis Spillecke

Author : Jesko Perrey,Tjark Freundt,Dennis Spillecke
Publisher : John Wiley & Sons
Page : 332 pages
File Size : 42,6 Mb
Release : 2015-04-27
Category : Business & Economics
ISBN : 9783527507818

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Power Brands by Jesko Perrey,Tjark Freundt,Dennis Spillecke Pdf

Brand success can be managed What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance the value of their brands? What steps can executives take to manage their brands successfully? Reliable answers to these and other questions can be found with the proven BrandMatics-Konzept from McKinsey. Now in its third revised and enhanced edition, Power Brands incorporates many recent advances in the field: New research on the evolution of brand relevance - both in B2C and B2B. Two modular additions to the proven brand purchase funnel framework. All-new chapters on brand delivery, MROI, and digital brand management. Dozens of new case studies - from insights generation to brand promise definition. Six new in-depth interviews with distinguished international brand managers.

Power Brands

Hajo Riesenbeck,Jesko Perrey

Author : Hajo Riesenbeck,Jesko Perrey
Publisher : John Wiley & Sons
Page : 369 pages
File Size : 43,7 Mb
Release : 2009-01-09
Category : Business & Economics
ISBN : 9783527503902

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Power Brands by Hajo Riesenbeck,Jesko Perrey Pdf

The McKinsey BrandMatics concept will show you how brands can be systematically managed. The individual tools and detailed concepts are organized into three topic areas: measuring, making, and managing power brands.

Retail Marketing and Branding

Jesko Perrey,Dennis Spillecke

Author : Jesko Perrey,Dennis Spillecke
Publisher : John Wiley & Sons
Page : 269 pages
File Size : 40,6 Mb
Release : 2013-01-02
Category : Business & Economics
ISBN : 9781118489512

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Retail Marketing and Branding by Jesko Perrey,Dennis Spillecke Pdf

Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization. The second edition of Retail Marketing and Branding includes the following updates: * New and updated case examples * Updated figures and examples throughout * New interviewers with recent experiences * Additional chapters

Three Threats To Brand Relevance

Three Threats to Brand Relevance by David A. Aaker Pdf

Brand Relevance by David A. Aaker Pdf

Aaker on Branding by David Aaker Pdf

Creating Signature Stories by David Aaker Pdf

Owning Game-Changing Subcategories by David Aaker Pdf

Aaker on Branding by David Aaker Pdf

Strategy for Executives: 2019 Edition by Sun Wu Pdf

Digital Branding Fever by Athanasios Poulis,Ioannis Rizomyliotis,Kleopatra Konstantoulaki Pdf

Brand Portfolio Strategy by David A. Aaker Pdf

Managing Brand Equity by David A. Aaker Pdf

Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference by Leroy Robinson, Jr. Pdf

Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector by Santos, José Duarte,Pereira, Inês Veiga Pdf

Power Brands by Jesko Perrey,Tjark Freundt,Dennis Spillecke Pdf

Power Brands by Hajo Riesenbeck,Jesko Perrey Pdf

Retail Marketing and Branding by Jesko Perrey,Dennis Spillecke Pdf

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