Three Threats to Brand Relevance : Strategies That Work

""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 c

MoreLess

Year of publication:	2013 ; 1. Aufl.
Authors:	Aaker, David A.
Publisher:	[s.l.] : Jossey-Bass
Subject:	Markenführung \| Brand management \| Markenimage \| Brand image

Online Resource

Check full text access |

More access options

Check Google Scholar

In libraries world-wide (WorldCat)

In German libraries (KVK)

subito order

I need help

Extent:	Online Ressource (PDF, 1148 KB, 52 S.)
Series:	J-B Short Format Series Jossey-Bass short format series J-B Short Format Ser
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based upon print version of record Three Threats to Brand Relevance: Strategies that Work; Copyright; Contents; Introduction; 1: Declining Category or Subcategory; Stick to Your Knitting; Reposition the Brand; Gain Parity; Leapfrog the Innovation; Disinvest or Exit; Select the Right Response; Implications; Notes; 2: Losing Energy Relevance; Energize the Offering; Energize Marketing; Create an Ownable, Internal Branded Energizer; Find an External Branded Energizer; Branded Energizer Guidelines; Have Energy Itself; Create an Emotional Connection; Be Authentic; Be Connected to the Master Brand; Be Regarded as a Long-Term Asset Be Managed as Part of a Brand PortfolioThe Value of Branding; Implications; Notes; 3: A Brand Negative Becomes a Reason Not to Buy; Negate the Negatives; Change the Discussion; Implications; Notes; 4: The Three Brand Relevance Threats; About the Author Electronic reproduction; Available via World Wide Web
ISBN:	1-118-65809-4 ; 1-118-65803-5 ; 978-1-118-65803-1 ; 978-1-118-65809-3
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012676987