Marketing Guru David Aaker, "Brand Relevance"
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- Опубліковано 17 лют 2011
- Marketing guru and Haas Professor Emeritus David Aaker talks about his new book, Brand Relevance, as part of the David Aaker Distinguished Speaker Series. In this event at the University of California, Berkeley's Haas School of Business, Aaker describes a competitive strategy of developing innovative offerings that make competitors irrelevant.
The University of California Berkeley Haas School of Business is one of the world's leading producers of new ideas and knowledge in all areas of business - which includes the distinction of having two of its faculty members receive the Nobel Prize in Economics over the past 15 years. The school offers six degree-granting programs. Its mission is to develop innovative business leaders - individuals who redefine how we do business by putting new ideas into action, and who do so responsibly. The school's distinctive culture is defined by four key principles - question the status quo; confidence without attitude; students always; and, beyond yourself.
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*This is the best presentation on brand possible. Aaker explaining this is sublime. A thousand thanks.*
D. Aaker theory on Brand Equity, was inspirational for my thesis on "Developing a Multidimensional, Equal-Weighted Scale of Brand Equity for the Smartphone Segment".
at Social Science Research Network
Thanks David!
This was two years ago but the things discussed here still apply today. Great and useful video. Everyone needs to be aware of brand relevance and why branding is essential. This will greatly help.
starts at 3:54
I love you
you are a great human being
savage
Branding is an important element of marketing, a useful video here on brand relevance!
Thanks for an enlightening lecture, Professor. And thanks Berkeley. This is world class information for everyone.
great prof and great knowledge. lots of learning! shorten my curve! thanks
Great video
I was fascinated this talk.
Intelligent words!
love this!!
Great information, should be useful in my most recent branding/launch consulting project for a brand new green energy invention hitting the market next month. Any advice in this sector?
EVERYTHING in its time.
Eu só queria entender o inglês, para ter o prazer de receber essas informações. Que pena! :/
Everything in here is still applicable in today's market.
PAY IT FORWARD.
Still as relevant as today
It sounds like brand relevance is something similar to blue ocean strategy.
I know right - one and the same thing.
I think one of the biggest brand relevance companies that failed was Blockbuster. Just as Sony was tied to analog, Blockbuster was tied to its stores and could not break with those profit centers to concentrate on digital and online.
Genius
Great concepts here - Al Ries verbatim really...i have a bit of an issue with the explanation of apples ipod success over sony et al mp3 players at 25:00. A bit of a superficial explanation here IMO...'you don't have to be the pioneer but you do have to be the market leader'...hmm ok...so why did apples ipod become number 1 then? - iTunes (i.e. apple saw napsters success and made a legitimate, easy, cheap, instant, flexible way to buy music) thats why ipod become no1 and continues to dominate.
Guy stop putting this message on every board.. know that the some of the best idea no matter how good they are if they can't be market or if there aren't any investors in them THEY WILL NEVER SEE THE LIGHT OF DAY!! And to help these business grow they need MBA grad's and CEO's that didn't create the company but know how to manage it and beat the competition so no they are not stealing anything. APPLE, MICROSOFT, COKE.. they've been all funded!
Most funded companies fail. Funding is easy if you actually have something people 'need'.
I forgot to put the link to my thesis t.co /pC1mYPsB
Is this an Al Ries rip-off?
+Frank Converse I have also
OMG thinking about Groupon company is really funny these days; this Company is one of the worst examples of a startup that went public through an IPO. If you watch the valuation of this company right now, it just tells you one thing: destroyed! Groupon has proved building a business in that market with those characteristics is a no-no. Having price-sensitive customers with no loyalty, having business partners who don't care about their service quality because they give a high discount to people and etc., is a bad business model.
Branding is simple. All you need is a better product than the competitors, sell it to a price that the customers will accept and that makes profit for the company and enter the market at the right time.
The only issues you have to find out about are: What is a better product, what price will the customer accept while you also make profit, and when is the right timing? Do that, and you are all set.
Couldn't agree less. Branding is about values. The most successful brands, and companies, have always embraced a set of unique values that drives them. Apple is, as always, the prime example of this. They were bleeding and on the brink of bankruptcy when Jobs introduced the Think Different campaign. It wasn't promoting any product what so ever. This campaign was the starting point of Apples rise to become one of the most valuef brands of the world and what has driven everything they have done going forward. Apple is a _PC_ manufacturer that dominated the market of the MP3-players, Smartphones, music and film services etc. Other brands have not been able to do that since they haven't clearly defined their brand. I could go on forever, but the point is that what you do is not as important as why you do it. Brand is all about values and nothing else.
Until he can provide clear, quantitative definitions of what a category is, and what incremental, substantial and transformational innovations are within a category then all the rest is just amusing stories, but not very useful.
Unfortunately, this talk is about as bulletproof as Kelvar.