Exam II Article - Types oF Barriers Rich Dynamic Ofering...

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Exam II Article David A. Aaker The only way to achieve real growth is to develop offering so innovative that they create new categories or sub categories making competitors irrelevant because they lack a “must have”- feature or benefit- to win the brand relevance competition. The Alternative engaging in the “my brand is better than your brand” never works because of market inertia The article demonstrates how to identify must haves and discusses barriers to competitors o Going Beyond Functional Benefits o Finding Shared Interests with Customers o Ongoing Innovation o Superior Execution o Scaling the Concept o Becoming an Exemplar o Branding the Innovation Preferred Strategy- when the brand represents the category or subcategory and is used to define
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Unformatted text preview: Types oF Barriers Rich Dynamic Ofering Execue±e i± well and ±hen scale ±he execueton Own ±he ca±egory or sub ca±egory Conclusion: Shows why winning ±he brand relevance ba³le by creatng new ca±egories or subca±egories should be an inves±men± priori±y o 1 s± Creatng and owning a new ca±egory wi±h a “mus± have” is ±he only way ±o achieve real grow±h The ca±egory mus± be actvely managed o 2 nd Develop barriers ±o compet±ors ±o make ±hem weak and discourage ±hem From en±ering in ±he ²rs± place o Brand Relevance is grea±er ±han brand preFerence o Don’±’ ±ry ±o bea± competton bu± ra±her make ±hem irrelevan± and discourage ±hem From even competng...
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