Brand Relevance

Aaker perceives that it is no longer brand preference that is pivotal but rather brand relevance has now become key. Brand relevance that yields sustainable differentiation resulting in new categories or subcategories of products or ...

Author: David A. Aaker

Publisher: John Wiley & Sons

ISBN: 9780470613580

Category: Business & Economics

Page: 400

View: 938

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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.
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Three Threats to Brand Relevance

—Will Rogers What is brand relevance? At the most basic level, to be relevant is to remain in a customer's “consideration set” when the customer is making a purchase within a category like cars or a subcategory such as hybrid sedans.

Author: David A. Aaker

Publisher: John Wiley & Sons

ISBN: 9781118658024

Category: Business & Economics

Page: 52

View: 841

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"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.
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B2B Brand Management

If a product or service and its inherent brand are clearly visible to the user, other stakeholders and the general public, brand relevance increases significantly. This is probably self-explaining – branding can only be effective if it ...

Author: Philip Kotler

Publisher: Springer Science & Business Media

ISBN: 9783540447290

Category: Business & Economics

Page: 357

View: 803

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This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.
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Brand Portfolio Strategy

Creating Relevance, Differentiation, Energy, Leverage, and Clarity David A. Aaker. C. HAPTER. 4. BRAND. RELEVANCE. Even if you're on the right track, you'll get run over if you just sit there. —WILL ROGERS I realized that my competition ...

Author: David A. Aaker

Publisher: Simon and Schuster

ISBN: 9781439188835

Category: Business & Economics

Page: 368

View: 629

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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, co-brands, and brand extensions. Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following: • Brands are underleveraged • The business strategy is at risk because of inadequate brand platforms • The business faces a relevance threat caused by emerging subcategories • The firm's brands are tired and bland • Strategy is paralyzed by a lack of priority among the brands • Brands are cluttered and confusing to both customers and employees • The firm needs to move into the super-premium or value arenas to create margin or sales volume • Margin pressures require points of differentiation 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.
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Brand Management

BRAND. RELEVANCE. Apple's continued success lies in its ability to take risks and to endanger its life with each new product. (Steve Jobs 1998, quoted in Kapferer 2014a, p. 154) We must always change, renew, rejuvenate ourselves; ...

Author: Michael Beverland

Publisher: SAGE

ISBN: 9781529755275

Category: Business & Economics

Page: 432

View: 923

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Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland′s rebrand as The Netherlands.
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A New Brand World

Relevance and Resonance But change for the sake of change can also be marketing fool's gold . The best reason for change is to expand brand relevance and brand resonance , two measures of brand strength that are much more valuable than ...

Author: Scott Bedbury

Publisher: Penguin

ISBN: 0142001902

Category: Business & Economics

Page: 240

View: 832

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What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.
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How to Use Advertising to Build Strong Brands

In the case of established brands , it is also no surprise that dramatic changes in brand presence have resulted from ... Brand Relevance If the brand's presence is the gatekeeper for the consumer , then the relevance of the brand's ...

Author: John Philip Jones

Publisher: SAGE

ISBN: 0761912436

Category: Business & Economics

Page: 394

View: 320

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With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.
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Power Brands

Measuring, Making, and Managing Brand Success Jesko Perrey, Tjark Freundt, Dennis Spillecke ... Ranking of selected B2C product markets by brand function Brand relevance ranking across countries: In which countries do consumers focus ...

Author: Jesko Perrey

Publisher: John Wiley & Sons

ISBN: 9783527507818

Category: Business & Economics

Page: 330

View: 853

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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.
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Gimme The Human Nature of Successful Marketing

Norm = 100 206' 85 82 l 99 79 58 Familiarity Uniqueness Relevance Popularity Quality Brand Users Familiarity Uniqueness Relevance Popularity Aware; Nonuser Quality Fig. 13.3 Components of Equity (Equity*Builder)—Index Scores Source: ...

Author: John Hallward

Publisher: John Wiley & Sons

ISBN: 0470117400

Category: Business & Economics

Page: 240

View: 337

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In Gimme!, advertising research expert John Hallward shows you how the most effective advertising campaigns tap into our most basic, primal emotions to convince consumers to buy. For marketers and advertisers, this book looks at the human nature of consumers and presents the proven tactics, techniques, and arguments that best motivate the human animal to buy.
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Commodity Marketing

Thus, the question arises when brand benefits bring about brand relevance. Using a configurational approach, future studies could examine configurations of brand benefits and additional buyer-related (e.g. personality traits) and ...

Author: Margit Enke

Publisher: Springer Nature

ISBN: 9783030906573

Category: Business & Economics

Page: 425

View: 847

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Commoditization is a major challenge for companies in a wide range of industries, and commodity marketing has become a priority for many top managers. This book tackles the key issues associated with the marketing of commodities and the processes of commoditization and de-commoditization. It summarizes the state of the art on commodity marketing, providing an overview of current debates. It also offers managerial insights, case studies, and guidance to help manage and market commodity goods and services.
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