Книга "Три угрозы для актуальности бренда. Рабочие стратегии" от авторитетного маркетолога Дэвида Эйкера является новым предложением в серии книг издательства Jossey-Bass Short Format. В своей книге автор рассказывает о том, что ключом к устойчивому росту организации является способность создавать крупные инновации и создавать барьеры для конкурентов. Также автор объясняет, как укрепить позиции устоявшимся компаниям, чтобы они не утратили актуальность на фоне непрерывно меняющихся маркетинговых тенденций.
Книга состоит из трех угроз, с которыми сталкиваются бренды. Первая угроза - снижение актуальности бренда в своей категории или подкатегории. Вторая угроза - потеря энергетической актуальности, когда бренд перестает ассоциироваться с новыми идеями и остается в прошлом. Третья угроза - появление "причины не покупать", когда бренд связывают с недостатками качества или неприемлемой политикой.
В книге представлены стратегии, которые помогут компаниям противостоять этим угрозам и сохранять актуальность своего бренда на рынке. Будь то новый бренд или устоявшийся на рынке, любая компания может использовать проверенные методы и стратегии автора, чтобы обеспечить устойчивый рост своего бизнеса. Книга представлена в лаконичном и понятном формате, что делает ее привлекательным ресурсом для занятых профессионалов и руководителей.
Three Threats To Brand Relevance By David Aaker, brings provocative warnings from branding paragon David Aaker about the key factors required to block competitors and navigate the digital hype. Three threats were revealed that can threaten the viability of any brand: threat 1 : a decline in the relevance of the organization’s product categories or subcategories, wherein the customer begins sourcing products from other providers; Threat 2 : the loss of "energy" or alignment with trends, where brands lose their footing and their image is deemed dated; and Threat 3 : the emergence of negative aspects of a brand, like quality complaints or unpopular policies. Aker goes on to discuss at length ways to navigate these threats, outlining practical approaches for companies, new and established. Consisting of 6 short chapters and replete with real-world examples, this is a powerful addition to the ebb and flow of vital information about branding, marketing and management. For any organizational leader hoping to assess possible threats and landscape a solid and effective response, Three Threats is the must-read.
Электронная Книга «Three Threats to Brand Relevance. Strategies That Work» написана автором David Aaker A. в году.
Минимальный возраст читателя: 0
Язык: Английский
ISBN: 9781118658031
Описание книги от David Aaker A.
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.
