Brand Relevance

Name: Brand Relevance
Brand: John Wiley a Sons Inc
SKU: 1932634
Author: CA) Berkeley David A. (University of California Aaker

CA) Berkeley David A. (University of California Aaker

John Wiley a Sons Inc

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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…

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