Brand Relevance: Making Competitors Irrelevant - always yours

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NOTES 361 Across - Category Consideration, ” Journal of Consumer Research , December 1996, 23 , 240 – 250. 6. George Lakoff, Don ’ t Think of An Elephant! (White River Junction, VT: Chelsea Green, 2004). 7. Lakoff, Don ’ t Think of An Elephant! xvii . 8. I. P. Levin and G. J. Gaeth, “ Framing of Attribute Information Before and After Consuming the Product, ” Journal of Consumer Research , March 1988, 15 , 374 – 378. 9. Jennifer Aaker, Kathleen Vohs, and Cassie Mogilner, “ Non - Profits Are Seen as Warm and For - Profits as Competent: Firm Stereotypes Matter, ” Journal of Consumer Research, 2010. 10. Dan Ariely, George Lowenstein, and Drazen Prelec, “ Coherent Arbitrariness: Stable Demand Curves Without Stable Preferences, ” Quarterly Journal of Economics , 2003, 118 (1), 73 – 105. 11. Dan Ariely, Predictably Irrational (New York: Harper Books, 2008), 162 – 163. 12. Ibid. 13. David Aaker and Douglas Stayman, “ A Micro Approach to Studying Feeling Responses to Advertising: The Case of Warmth. ” In Julie A. Edell and Tony M. Dubitsky (eds.), Emotion in Advertising (New York: Quorum Books, 1990), 54 – 68. 14. Brian Wansink, Mindless Eating (New York: Bantam Books, 2006), 19 – 23. 15. Itamar Simonson and Amos Tversky, “ Choice in Context: Tradeoff Contrast and Extremeness Aversion, ” Journal of Marketing Research , August 1992, 29 , 281 – 295. 16. Susan M Steiner and Rayna Bailey, “ Its Not Delivery, It ’s DiGiorno, ” Kraft Foods, Inc . Retrieved May 9, 2010, from www.jiffynotes.com . 17. Amos Tversky, “ Utility Theory and Additive Analysis of Risky Choices, ” Journal of Experimental Psychology , 1967, 75 (1), 27 – 36.
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“ What always amazes me about Dav
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Brand Relevance
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Copyright © 2011 by John Wiley & S
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Contents Preface xiii 1. Winning th
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CONTENTS xi Does the Offering Have
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Preface During the last ten years,
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PREFACE xv There are dozens of othe
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You do not merely want to be consid
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2 BRAND RELEVANCE whereas the other
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4 BRAND RELEVANCE and being the num
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6 BRAND RELEVANCE Figure 1.2 The As
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8 BRAND RELEVANCE new tools, a new
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10 BRAND RELEVANCE The fi rst and m
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12 BRAND RELEVANCE There are a host
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14 BRAND RELEVANCE Figure 1.3 Brand
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16 BRAND RELEVANCE differentiation,
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18 BRAND RELEVANCE the competitor
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20 BRAND RELEVANCE the one UPS has
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22 BRAND RELEVANCE to some other st
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24 BRAND RELEVANCE A major risk is
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26 BRAND RELEVANCE The New Brand Ch
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28 BRAND RELEVANCE In the case of a
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30 BRAND RELEVANCE the brand role m
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32 BRAND RELEVANCE innovation. Or t
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34 BRAND RELEVANCE into a sustainab
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36 BRAND RELEVANCE newness (defi ne
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38 BRAND RELEVANCE A highly differe
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40 BRAND RELEVANCE champions of the
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42 BRAND RELEVANCE These works and
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44 BRAND RELEVANCE and transformati
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2 UNDERSTANDING BRAND RELEVANCE Cat
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UNDERSTANDING BRAND RELEVANCE 49 ch
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UNDERSTANDING BRAND RELEVANCE 51 ex
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UNDERSTANDING BRAND RELEVANCE 53 Th
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UNDERSTANDING BRAND RELEVANCE 55 Cu
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UNDERSTANDING BRAND RELEVANCE 59 th
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UNDERSTANDING BRAND RELEVANCE 61 wa
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UNDERSTANDING BRAND RELEVANCE 65 su
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UNDERSTANDING BRAND RELEVANCE 67 th
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70 BRAND RELEVANCE Retailers have s
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72 BRAND RELEVANCE but functional.
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74 BRAND RELEVANCE statement agains
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76 BRAND RELEVANCE business grows b
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78 BRAND RELEVANCE advantages. So h
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80 BRAND RELEVANCE would affect the
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82 BRAND RELEVANCE and related cont
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84 BRAND RELEVANCE go that involve
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86 BRAND RELEVANCE The Subway Story
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88 BRAND RELEVANCE The totality of
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90 BRAND RELEVANCE There were fi ft
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92 BRAND RELEVANCE hang from the ce
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94 BRAND RELEVANCE elusive synergy
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4 MARKET DYNAMICS IN THE AUTOMOBILE
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MARKET DYNAMICS IN THE AUTOMOBILE I
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5 THE FOOD INDUSTRY ADAPTS It is us
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THE FOOD INDUSTRY ADAPTS 129 We sta
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THE FOOD INDUSTRY ADAPTS 131 Crete
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THE FOOD INDUSTRY ADAPTS 133 how to
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THE FOOD INDUSTRY ADAPTS 135 McDona
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THE FOOD INDUSTRY ADAPTS 137 found
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THE FOOD INDUSTRY ADAPTS 139 the po
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THE FOOD INDUSTRY ADAPTS 141 vigoro
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THE FOOD INDUSTRY ADAPTS 143 less r
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THE FOOD INDUSTRY ADAPTS 145 Mills
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THE FOOD INDUSTRY ADAPTS 147 • In
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THE FOOD INDUSTRY ADAPTS 149 have a
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THE FOOD INDUSTRY ADAPTS 151 of lig
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THE FOOD INDUSTRY ADAPTS 153 extra
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THE FOOD INDUSTRY ADAPTS 155 • An
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158 BRAND RELEVANCE It was a produc
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160 BRAND RELEVANCE silos confused
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162 BRAND RELEVANCE challenge the K
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164 BRAND RELEVANCE With that backg
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166 BRAND RELEVANCE Sometimes there
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168 BRAND RELEVANCE base was undoub
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170 BRAND RELEVANCE Figure 6.2 Find
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172 BRAND RELEVANCE service is gene
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174 BRAND RELEVANCE examined in slo
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176 BRAND RELEVANCE of ethnographic
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178 BRAND RELEVANCE sleepy brand in
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180 BRAND RELEVANCE product or serv
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182 BRAND RELEVANCE that decision,
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184 BRAND RELEVANCE Tata Chemicals,
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186 BRAND RELEVANCE • Nice ’ n
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188 BRAND RELEVANCE competitor was
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190 BRAND RELEVANCE Timing is parti
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192 BRAND RELEVANCE if any of these
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194 BRAND RELEVANCE Figure 6.3 Prio
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7 EVALUATION A great company is mor
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EVALUATION 199 Segway disliked the
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EVALUATION 201 potential to be game
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EVALUATION 203 of the many market f
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EVALUATION 205 buy products. She al
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EVALUATION 207 Predictions of a che
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EVALUATION 209 car or the failure t
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EVALUATION 211 middle - aged athlet
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EVALUATION 213 are not willing to s
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EVALUATION 215 values - driven moti
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EVALUATION 217 because fading busin
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EVALUATION 219 A key issue is often
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EVALUATION 221 Overcrowding is a re
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Barriers to Entry EVALUATION 223 A
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EVALUATION 225 For Discussion Pick
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228 BRAND RELEVANCE referred to as
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230 BRAND RELEVANCE uptime statisti
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232 BRAND RELEVANCE Figure 8.1 Sale
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234 BRAND RELEVANCE events ” ever
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236 BRAND RELEVANCE • Best Buy
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238 BRAND RELEVANCE Figure 8.2 Defi
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240 BRAND RELEVANCE passengers more
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242 BRAND RELEVANCE Multiple benefi
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244 BRAND RELEVANCE affordable Targ
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246 BRAND RELEVANCE A retailer norm
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248 BRAND RELEVANCE best, you will
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250 BRAND RELEVANCE established fi
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252 BRAND RELEVANCE new generation
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254 BRAND RELEVANCE landfi lls each
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256 BRAND RELEVANCE bureaucracy, in
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258 BRAND RELEVANCE Organizational
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260 BRAND RELEVANCE opinions, but t
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262 BRAND RELEVANCE Become the Exem
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264 BRAND RELEVANCE One way to get
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266 BRAND RELEVANCE The challenge i
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9 CREATING BARRIERS Sustaining the
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CREATING BARRIERS 271 can have the
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Figure 9.1 Yamaha Disklavier CREATI
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CREATING BARRIERS 275 line; effi ci
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CREATING BARRIERS 277 barrier can b
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CREATING BARRIERS 279 accumulates e
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CREATING BARRIERS 281 If a master b
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CREATING BARRIERS 283 the one that
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CREATING BARRIERS 285 cared more ab
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CREATING BARRIERS 287 either copy i
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CREATING BARRIERS 289 satisfaction;
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CREATING BARRIERS 291 If the brand
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CREATING BARRIERS 293 If a brand la
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CREATING BARRIERS 295 In some cases
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10 GAINING AND MAINTAINING RELEVANC
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GAINING AND MAINTAINING RELEVANCE 2
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Stick to Your Knitting GAINING AND
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328 BRAND RELEVANCE through acquisi
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330 BRAND RELEVANCE The innovation
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332 BRAND RELEVANCE it packages and
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334 BRAND RELEVANCE What follows is
Page 710: 336 BRAND RELEVANCE systems need to
Page 714: 338 BRAND RELEVANCE unmet needs. Th
Page 718: 340 BRAND RELEVANCE or subcategory,
Page 722: 342 BRAND RELEVANCE Introducing the
Page 726: 344 BRAND RELEVANCE commitment may
Page 730: 346 BRAND RELEVANCE biases against
Page 734: 348 BRAND RELEVANCE the potential b
Page 738: 350 BRAND RELEVANCE necessarily wil
Page 742: 352 BRAND RELEVANCE Of course, it i
Page 748: Epilogue THE YIN AND YANG OF THE RE
Page 752: EPILOGUE 357 react to an opportunit
Page 758: 360 NOTES 11. Ashish Sood and Gerar
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
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