Brand Relevance: Making Competitors Irrelevant - always yours

More documents

Recommendations

Info

242 BRAND RELEVANCE Multiple benefi ts could be driven by a cobrand. The Ford Explorer Eddie Bauer Edition, launched in 1983, has sold well over one million vehicles by offering a combination of benefi ts, becoming an exemplar for a subcategory of SUVs. The vehicle has the features and qualities of the Ford Explorer, and in addition the Eddie Bauer brand serves to communicate the vehicle ’ s leather - appointed comfort and styling and reinforces the outdoor activity association to which the Explorer brand aspires. The Right Functional Design Can an offering be delivered in a different form that does not involve a new technology but is qualitatively different from what came before? The Plymouth Voyager, for example, one of the subjects of Chapter Four , provided a very different product from the station wagon it replaced both visually and functionally. Functionally, it offered much more internal room plus a way to access that room that was far better than in the station wagon. The Yamaha Disklavier, described in more detail in Chapter Nine , moreover, is a piano that can be played with a digital memory and was different functionally from its predecessor the player piano. The Kindle wireless reading device, Listerine PocketPaks breath strips, the Segway people transporter, and Crest ’ s Spinbrush all delivered benefits in new and different ways that served to define new categories or subcategories. Packaging innovation can provide a defining attribute. Yoplait ’ s Go - Gurt, the yogurt in a tube that kids slurp up, created a new business with a different target market, value proposition, and competitors from those of conventional yogurt containers. It created a major market share shift, and Yoplait overtook Dannon as a result. Further, the L’eggs stocking package, a white plastic chicken - egg - shaped containers, coupled with its dedicated displays and availability in new channels such as supermarkets, completely turned the stocking industry on its head and created a subcategory when it was introduced in 1970. Finally, the Hershey
Page 4:
“ What always amazes me about Dav
Page 8:
Brand Relevance
Page 14:
Copyright © 2011 by John Wiley & S
Page 20:
Contents Preface xiii 1. Winning th
Page 24:
CONTENTS xi Does the Offering Have
Page 28:
Preface During the last ten years,
Page 32:
PREFACE xv There are dozens of othe
Page 36:
You do not merely want to be consid
Page 42:
2 BRAND RELEVANCE whereas the other
Page 46:
4 BRAND RELEVANCE and being the num
Page 50:
6 BRAND RELEVANCE Figure 1.2 The As
Page 54:
8 BRAND RELEVANCE new tools, a new
Page 58:
10 BRAND RELEVANCE The fi rst and m
Page 62:
12 BRAND RELEVANCE There are a host
Page 66:
14 BRAND RELEVANCE Figure 1.3 Brand
Page 70:
16 BRAND RELEVANCE differentiation,
Page 74:
18 BRAND RELEVANCE the competitor
Page 78:
20 BRAND RELEVANCE the one UPS has
Page 82:
22 BRAND RELEVANCE to some other st
Page 86:
24 BRAND RELEVANCE A major risk is
Page 90:
26 BRAND RELEVANCE The New Brand Ch
Page 94:
28 BRAND RELEVANCE In the case of a
Page 98:
30 BRAND RELEVANCE the brand role m
Page 102:
32 BRAND RELEVANCE innovation. Or t
Page 106:
34 BRAND RELEVANCE into a sustainab
Page 110:
36 BRAND RELEVANCE newness (defi ne
Page 114:
38 BRAND RELEVANCE A highly differe
Page 118:
40 BRAND RELEVANCE champions of the
Page 122:
42 BRAND RELEVANCE These works and
Page 126:
44 BRAND RELEVANCE and transformati
Page 132:
2 UNDERSTANDING BRAND RELEVANCE Cat
Page 136:
UNDERSTANDING BRAND RELEVANCE 49 ch
Page 140:
UNDERSTANDING BRAND RELEVANCE 51 ex
Page 144:
UNDERSTANDING BRAND RELEVANCE 53 Th
Page 148:
UNDERSTANDING BRAND RELEVANCE 55 Cu
Page 152:
Page 156:
UNDERSTANDING BRAND RELEVANCE 59 th
Page 160:
UNDERSTANDING BRAND RELEVANCE 61 wa
Page 164:
Page 168:
UNDERSTANDING BRAND RELEVANCE 65 su
Page 172:
UNDERSTANDING BRAND RELEVANCE 67 th
Page 178:
70 BRAND RELEVANCE Retailers have s
Page 182:
72 BRAND RELEVANCE but functional.
Page 186:
74 BRAND RELEVANCE statement agains
Page 190:
76 BRAND RELEVANCE business grows b
Page 194:
78 BRAND RELEVANCE advantages. So h
Page 198:
80 BRAND RELEVANCE would affect the
Page 202:
82 BRAND RELEVANCE and related cont
Page 206:
84 BRAND RELEVANCE go that involve
Page 210:
86 BRAND RELEVANCE The Subway Story
Page 214:
88 BRAND RELEVANCE The totality of
Page 218:
90 BRAND RELEVANCE There were fi ft
Page 222:
92 BRAND RELEVANCE hang from the ce
Page 226:
94 BRAND RELEVANCE elusive synergy
Page 232:
4 MARKET DYNAMICS IN THE AUTOMOBILE
Page 236:
MARKET DYNAMICS IN THE AUTOMOBILE I
Page 240:
Page 244:
Page 248:
Page 252:
Page 256:
Page 260:
Page 264:
Page 268:
Page 272:
Page 276:
Page 280:
Page 284:
Page 288:
Page 292:
5 THE FOOD INDUSTRY ADAPTS It is us
Page 296:
THE FOOD INDUSTRY ADAPTS 129 We sta
Page 300:
THE FOOD INDUSTRY ADAPTS 131 Crete
Page 304:
THE FOOD INDUSTRY ADAPTS 133 how to
Page 308:
THE FOOD INDUSTRY ADAPTS 135 McDona
Page 312:
THE FOOD INDUSTRY ADAPTS 137 found
Page 316:
THE FOOD INDUSTRY ADAPTS 139 the po
Page 320:
THE FOOD INDUSTRY ADAPTS 141 vigoro
Page 324:
THE FOOD INDUSTRY ADAPTS 143 less r
Page 328:
THE FOOD INDUSTRY ADAPTS 145 Mills
Page 332:
THE FOOD INDUSTRY ADAPTS 147 • In
Page 336:
THE FOOD INDUSTRY ADAPTS 149 have a
Page 340:
THE FOOD INDUSTRY ADAPTS 151 of lig
Page 344:
THE FOOD INDUSTRY ADAPTS 153 extra
Page 348:
THE FOOD INDUSTRY ADAPTS 155 • An
Page 354:
158 BRAND RELEVANCE It was a produc
Page 358:
160 BRAND RELEVANCE silos confused
Page 362:
162 BRAND RELEVANCE challenge the K
Page 366:
164 BRAND RELEVANCE With that backg
Page 370:
166 BRAND RELEVANCE Sometimes there
Page 374:
168 BRAND RELEVANCE base was undoub
Page 378:
170 BRAND RELEVANCE Figure 6.2 Find
Page 382:
172 BRAND RELEVANCE service is gene
Page 386:
174 BRAND RELEVANCE examined in slo
Page 390:
176 BRAND RELEVANCE of ethnographic
Page 394:
178 BRAND RELEVANCE sleepy brand in
Page 398:
180 BRAND RELEVANCE product or serv
Page 402:
182 BRAND RELEVANCE that decision,
Page 406:
184 BRAND RELEVANCE Tata Chemicals,
Page 410:
186 BRAND RELEVANCE • Nice ’ n
Page 414:
188 BRAND RELEVANCE competitor was
Page 418:
190 BRAND RELEVANCE Timing is parti
Page 422:
192 BRAND RELEVANCE if any of these
Page 426:
194 BRAND RELEVANCE Figure 6.3 Prio
Page 432:
7 EVALUATION A great company is mor
Page 436:
EVALUATION 199 Segway disliked the
Page 440:
EVALUATION 201 potential to be game
Page 444:
EVALUATION 203 of the many market f
Page 448:
EVALUATION 205 buy products. She al
Page 452:
EVALUATION 207 Predictions of a che
Page 456:
EVALUATION 209 car or the failure t
Page 460:
EVALUATION 211 middle - aged athlet
Page 464:
EVALUATION 213 are not willing to s
Page 468:
EVALUATION 215 values - driven moti
Page 472: EVALUATION 217 because fading busin
Page 476: EVALUATION 219 A key issue is often
Page 480: EVALUATION 221 Overcrowding is a re
Page 484: Barriers to Entry EVALUATION 223 A
Page 488: EVALUATION 225 For Discussion Pick
Page 494: 228 BRAND RELEVANCE referred to as
Page 498: 230 BRAND RELEVANCE uptime statisti
Page 502: 232 BRAND RELEVANCE Figure 8.1 Sale
Page 506: 234 BRAND RELEVANCE events ” ever
Page 510: 236 BRAND RELEVANCE • Best Buy
Page 514: 238 BRAND RELEVANCE Figure 8.2 Defi
Page 518: 240 BRAND RELEVANCE passengers more
Page 524: DEFINING AND MANAGING THE CATEGORY
Page 572:
DEFINING AND MANAGING THE CATEGORY
Page 578:
270 BRAND RELEVANCE computers. Tech
Page 582:
272 BRAND RELEVANCE his help in bri
Page 586:
274 BRAND RELEVANCE heritage, its p
Page 590:
276 BRAND RELEVANCE Figure 9.2 Crea
Page 594:
278 BRAND RELEVANCE Delivering an o
Page 598:
280 BRAND RELEVANCE Brand Equity Br
Page 602:
282 BRAND RELEVANCE always been an
Page 606:
284 BRAND RELEVANCE resent a brand
Page 610:
286 BRAND RELEVANCE Maine, Sam Adam
Page 614:
288 BRAND RELEVANCE Branded Feature
Page 618:
290 BRAND RELEVANCE a branded servi
Page 622:
292 BRAND RELEVANCE Involving the C
Page 626:
294 BRAND RELEVANCE Link the Brand
Page 630:
296 BRAND RELEVANCE brand; energizi
Page 634:
298 BRAND RELEVANCE a strong market
Page 638:
300 BRAND RELEVANCE not only favore
Page 642:
302 BRAND RELEVANCE This chapter wi
Page 646:
304 BRAND RELEVANCE lingering memor
Page 650:
306 BRAND RELEVANCE The stick - to
Page 654:
308 BRAND RELEVANCE introducing Chi
Page 658:
310 BRAND RELEVANCE investment is r
Page 662:
312 BRAND RELEVANCE handicap becaus
Page 666:
314 BRAND RELEVANCE diffi cult to a
Page 670:
316 BRAND RELEVANCE externally sour
Page 674:
318 BRAND RELEVANCE Branded Social
Page 678:
320 BRAND RELEVANCE Beware of makin
Page 682:
322 BRAND RELEVANCE their Genesis s
Page 686:
324 BRAND RELEVANCE the Year award
Page 692:
11 THE INNOVATIVE ORGANIZATION In m
Page 696:
THE INNOVATIVE ORGANIZATION 329 emp
Page 700:
THE INNOVATIVE ORGANIZATION 331 Fig
Page 704:
THE INNOVATIVE ORGANIZATION 333 Fig
Page 708:
Entrepreneurial Culture THE INNOVAT
Page 712:
THE INNOVATIVE ORGANIZATION 337 als
Page 716:
THE INNOVATIVE ORGANIZATION 339 the
Page 720:
THE INNOVATIVE ORGANIZATION 341 pro
Page 724:
THE INNOVATIVE ORGANIZATION 343 sub
Page 728:
THE INNOVATIVE ORGANIZATION 345 org
Page 732:
THE INNOVATIVE ORGANIZATION 347 com
Page 736:
THE INNOVATIVE ORGANIZATION 349 exi
Page 740:
THE INNOVATIVE ORGANIZATION 351 imp
Page 744:
THE INNOVATIVE ORGANIZATION 353 3.
Page 750:
356 EPILOGUE It is true that avoidi
Page 756:
Notes Chapter One 1. From a talk gi
Page 760:
NOTES 361 Across - Category Conside
Page 764:
NOTES 363 3. “ Lexus 400, ” Toy
Page 768:
NOTES 365 5. Tom Kelly, The Art of
Page 772:
NOTES 367 18. Andrew S. Grove, Keyn
Page 776:
NOTES 369 8. Pallavi Gogoi and Mich
Page 780:
INDEX A A.1. steak sauce, 28 Aaker,
Page 784:
INDEX 373 Chux, 32-33 Circuit City,
Page 788:
INDEX 375 work” concept, 330; Ima
Page 792:
INDEX 377 Magee, D., 327, 329 Marig
Page 796:
INDEX 379 Rakuten, 70-71 Ralph Laur
Page 800:
INDEX 381 offerings, 124, 155; over
show all

Brand Relevance: Making Competitors Irrelevant - always yours

Create successful ePaper yourself

Delete template?

Save as template?