Win the brand relevance battle and then build competitor barriers

California Management Review

Volumn 54, Issue 2, 2012, Pages 43-57

  Aaker, David A ^a,b  

^a Prophet ^*  (United States)

^b UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

Brand equity; Brand management; Brand relevance; Marketing strategy; New product management; Strategic management; Strategic planning

Indexed keywords

EID: 84863433849     PISSN: 00081256     EISSN: None     Source Type: Journal    
DOI: 10.1525/cmr.2012.54.2.43     Document Type: Review

References (2)

1. Richard Foster and Sarah Kaplan, Creative Destruction (New York, NY: Doubleday, 2001), pp. 158-170.
2. W. Chan Kim and Renée Mauborgne, Blue Ocean Strategy (Boston, MA: Harvard Business School Press, 2005).