Brand relevance: making competitors irrelevant
Auteur :
Aaker, David A.
Éditeur :
John Wiley & Sons Inc
ISBN :
9780470613580
Date de publication :
15 févr. 2011
Dimensions :
21,0 x 15,0 x 2,5 cm
Poids :
618 g
Format :
book
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Shows how to eliminate the competition and become the lead brand in your market. This 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.