header-component

secondary-storefront-menu

International

North America

China

Japan

Latin America

Brazil

Region

Set your region:

Account Information

bundle-connector

footer-social-menu-component

secondary-account-menu

products

Marketing materials, training documents, discovery services

cengage:card

FIND YOUR SALES REPRESENTATIVE

cengage:column

Get marketing materials, training documents, discovery services.

PRODUCT SUPPORT

CUSTOMER SUPPORT

Report technical issues, errors, check system status

TECHNICAL SUPPORT

Manage product preferences, generate usage reports, simplify administrative tasks.

ADMIN TOOLS

support

cengage:galethorndikeseo

container

footer-menu-component

footer-legal-menu-component

zone1

mega-menu

Browse by Institution Type

Browse by Product Type

Products

Support

zone3

gale-footer

FIND YOUR REP

support-order-2

secondary-primary-menu

Would you like to go to the Gale {{RECOMMENDED_COUNTRY}} site instead?

It looks like you're visiting from {{DETECTED_COUNTRY}}.

main

single-column

footer-legal-menu

Terms of use

Privacy

%1 products have been added to your cart but %2 have been backordered and will be fulfilled when stock is available

Product on backorder

Current quantity limit is [maxProductQuantity], please, navigate to the cart page and change quantity of product

You will be able to resubmit promo in ${countdown} seconds. test

Please note that the taxes displayed on our website are estimated and subject to adjustment. The actual tax charges will be determined and settled during the final invoicing of your order

product-detail-component

footer-menu

Academic Institutions

K-12

Public Libraries

Government and Special Libraries

Statewide Programs

Institutions

Databases

Primary Sources

Digital Humanities Tools

eLearning

Schools/K-12 Curriculum

Books

Large Print Books by Thorndike Press

Find Your Rep

Product Support

Technical Support

Customer Support

Admin Tools

Accessibility Policy

About Us

Blogs

Press Center

Events

News

Careers

Partnerships

Contact Us

Our Company

config

footer

Profile

Orders

Wish List

Fast Order Entry

My Account

footer-social-menu

Sign Up for Emails

CONNECT WITH GALE

Stay up-to-date with the latest Gale news, exclusive offers, and more.

facebook

linkedin

instagram

youtube

SOCIAL ICONS

header

You may already have access to Gale content through your institution.

STUDENTS AND RESEARCHERS

support-order-1

Request a Trial

zone2

THREE THREATS TO BRAND RELEVANCE: STRATEGIES THAT WORK

Marketing

Business & Economics

Gt Product Group

Binding Format

Marketing Imprint Name

B2B GT

CL Carton Count

Imprint Name

B2B & B2C

From branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats Aaker reveals that the key to an organization's sustained growth is to learn what it takes to bring "big" innovation to market and create barriers to competitors. Aaker also shows how well-established companies can avoid becoming irrelevant in the face of the continuing parade of marketing dynamics led by others. Building on his full-length book Brand Relevance, Aaker offers a guide for confronting the three threats if they emerge and shows how to put in place the strategies that will keep the threats at bay.

Three Threats to Brand Relevance

LIBRARY Adult

12th+

Duration

Duration Unit Of Measure

Transaction Type

Front Cover.
Half Title Page.
Other Front Matter.
Title Page.
Copyright Page.
Contents.
Introduction.
1: Declining Category or Subcategory.
2: Losing Energy Relevance.
3: A Brand Negative Becomes a Reason Not to Buy.
4: The Three Brand Relevance Threats.
About the Author.

Three Threats to Brand Relevance.css-1p8rvzy{position:absolute;padding-left:8px;}

Three Threats to Brand Relevance