INDICE: Preface 1. Winning the Brand Relevance Battle. Cases: The Japanese Beer Industry and The U.S. Computer Industry. Gaining Brand Preference. The Brand Relevance Model. Creating New Categories or Subcategories. Levels of Relevance. The New Brand Challenge. The First-Mover Advantage. The Payoff. CreatingNew Categories or SubcategoriesFour Challenges. The Brand Relevance Model Versus Others. 2. Understanding Brand Relevance: Categorizing, Framing Consideration, and Measurement. Categorization. It's All About Framing. Consideration Set as a Screening Step. Measuring Relevance. 3. Changing the Retail Landscape. Cases: Muji. IKEA. Zara. Hs Nano. Yugo. Enterprise Rent-A-Car. Zipcar. 5. The Food Industry Adapts. Cases: Fighting the Fat Battle. Nabisco Cookies. DreyersSlow Churned Ice Cream. Ps Olestra. From Fat to Health. General Mills and theHealth Trends. Healthy Choice. 6. Finding New Concepts. Case: Apple. Concept Generation. Sourcing Concepts. Prioritizing the Analysis. 7. Evaluation. Case:Segway's Human Transporter. Evaluation: Picking the Winners. Is There a MarketIs the Opportunity Real? Can We Compete and Win? Does the Offering Have Legs?Beyond Go or No-GoA Portfolio of Concepts. 8. Defining the Category or Subcategory. Case: Salesforce.com. Defining a New Category or Subcategory. Functional Benefits Delivered by the Offering. Customer-Brand RelationshipBeyond the Offering. Categories and Subcategories: Complex and Dynamic. Managing the Category or Subcategory. 9. Creating Barriers: Sustaining the Differentiation. Case:Yamaha Disklavier. Creating Barriers to Competition. Investment Barriers. Owning a Compelling Benefit or Benefits. Relationships with Customers. Link the Brand to the Category or Subcategory. 10. Maintaining Relevance in the Face of Market Dynamics. Case: Walmart Avoiding the Loss of Relevance. Product Category or Subcategory Relevance. Category or Subcategory Relevance Strategies. Energy Relevance. Gaining RelevanceThe Hyundai Case. 11. Innovative Organization. Case: GE. The Innovative Organization. Selective Opportunism. Dynamic Strategic Commitment. Organization-Wide Resource Allocation. Epilogue: The Yin and Yang of the Relevance Battle. Notes. Index.
- ISBN: 978-0-470-61358-0
- Editorial: John Wiley & Sons
- Encuadernacion: Cartoné
- Páginas: 400
- Fecha Publicación: 06/01/2011
- Nº Volúmenes: 1
- Idioma: Inglés