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245	0	4	_aThe brand race _h[videorecording] : _bhow to rise above the competition / _cDavid Aaker.
260			_aMill Valey, CA : _bKantola Productions, _cc2011.
100			_aAaker, David.
300			_a1 x DVD ; _c52 mins.
500			_aHow “must-have” product innovations knock out competitors. Giving a weakened brand new energy and visibility. When to market the product category more than the brand. Incremental product improvements to promote “my brand is better than your brand” have little impact on the market dynamics affecting market share. In industry after industry, the brand race is won instead by substantial innovations that define new categories or subcategories and thus make competitors irrelevant. From Chrysler’s debut of the mini-van to salesforce.com’s shift from software to the cloud, substantial innovations can define a category, and truly transformational innovations can be game changers. The keys to winning brand relevance, says Dr. Aaker in this Stanford video, include timing your product innovations to market need (Apple), tapping underserved segments (Luna), building a robust customer relationship (Harley-Davidson), erecting barriers to competition in execution (Zappos), and becoming an exemplar brand (Prius).
650		7	_aInnovations. _2sears
650		7	_aCreativity. _2sears
650		7	_aSales & Marketing. _2sears
005			20170126095813.0
001			51564
003			UOWD
942			_cDVD
999			_c19284 _d19284