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Brand Relevance

Auteur: Aaker, David A. (University of California, Berkeley, CA)
Editeur: John Wiley & Sons Inc
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.
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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.
ISBN / EAN 9780470613580
Auteur Aaker, David A. (University of California, Berkeley, CA)
Editeur John Wiley & Sons Inc