000			05476 a2200205 4500
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005			20241127065834.0
008			241122b |||||||| |||| 00| 0 eng d
020			_a9789357465496
082			_a658.827
100			_aAaker, David
245			_aBranding and disruptive innovation: Owning game-changing subcategories
260			_aNew Delhi: _bWiley, _c2024.
300			_axxix, 225p., ind., note., 23 cm X 15 cm
500			_aRecommended by: Varsha Jain
521			_aContent: Chapter 1 The Only Way to Grow A Game-Changing Subcategory Subcategories Brand-Preference Competition Brand Leadership Competition What Are “Must-Haves”? Parity “Must-Haves” That Negate “Reasons Not to Buy” Higher Level “Must-Haves” Versus Supporting “Must-Haves” Finding “Must-Haves” Evaluating “Must-Haves” Transformational/Substantial versus Incremental Innovation The Exemplar Brand The Committed Core Customer Base Barriers to Competitors Playing Defense Seizing the Opportunity When the Subcategory Matures The Digital Age The “Digital Lite” or “Digital Free” Case Studies Going Forward Chapter 2 The Payoff Online Retail Computers Apple Automobiles Chrysler Minivan Services Reliance Jio Enterprise Rent-A-Car Retail DMart Uniqlo Sephora Packaged Goods Chobani Homely Digital Case Studies Unified Payments Interface Takeaways Subcategory Competition Pays Off Evidence of Game-Changing Subcategories on Financial Return R&D and Stock Return Differentiation Affects Performance The Next Step Chapter 3 Digital Disruption: Six Keys to Airbnb’s Success The Airbnb Story Entrepreneur Hosts Guests Looking for Adventure with a Homey Feel An Outstanding Visual and Functional Interface Experience Scaling to Become the Most Relevant Option Outstanding Leadership Call It Luck, or Call It Timing Airbnb versus Uber Airbnb Learnings Chapter 4 Digital Disruption: E-Commerce Amazon’s Superpowers Product Scope Low Prices Customer Reviews 1-Click Prime Subscribe and Save Personalization The Amazon Magic Adapting to India Dualing Market Leaders Beyond Amazon Strategies That Win against Amazon Establish Subcategory Credibility Create a Simpler Choice Set Build a Brand Community Share a Higher Purpose Have a Personal Touch Be the Feisty Underdog Position as the Alternative to Storefronts Challenges for New E-Commerce Brands Chapter 5 Digital Disruption: The Internet of Things Alexa The Connected Car Tesla The Self-Driving Car New Retail Experiences AmazonGo Future Group Hema Starbucks The Pervasiveness of IoT Smart Homes Smart Hotels Smart Wearables Smart Medicine Smart Cities Smart Farming Smart Manufacturing Smart B2B Offerings Smart Energy The Power of IoT IoT Business Opportunism Chapter 6 Building Loyalty through Digital Communication: Stories, Communities, and Personalization Digital Communication That Spreads, Influences, and Creates Intimacy with Stories Use Signature Stories Online Brand Communities How Brand Communities Provide Value Different Community Types Offering-Focused Brand Communities “Beyond the Offering” Shared-Interest Communities What Brand Community? Personalization That Creates a Relationship Enabling Technologies Create Subcategory Opportunities Chapter 7 Finding New “Must-Haves” Offering-Driven Ideas A Failed Idea Customer/Market-Driven Ideas Customer Frustrations and Annoyances Find the Core Motivation Find New Unintended Applications Consider Noncustomers Develop a Shared Interest Brand Community Create or Energize a Higher Purpose Market Trends From Where to How Ethnographic Research—A Route to Uncover Unmet Needs Ideas from Beyond Target Customers Customer Partnering in Concept Generation The Evaluation of the “Must-have” and New Subcategory Chapter 8 Evaluating Potential “Must-Haves” The Cheapest Car Ever Made—Tata Nano The Evaluation Task The Rosy-Picture Bias The Gloomy-Picture Bias A Portfolio of Concepts Chapter 9 The Exemplar Role and Managing “Must-Haves” Become the Subcategory Brand Exemplar Managing the “Must-Haves” Identify and Prioritize Execute Using “Must-Haves” to Frame the Game-Changing Subcategory Enhance “Must-Haves” Communicate the “Must-Haves” with Stories Leverage the “Must-Haves” Add New “Must-Haves” A “Must-Have” Personality—The Case for Humor A “Must-Have” Social or Environmental Program Chapter 10 Creating Barriers: Sustaining the “Must-Haves” Muji—The “No-Brand” Brand Creating Barriers Committed Customer Base Exemplar Brand Associations with Substance and Breadth Execution—Delivering on the Promise Every Time Trust Branded Innovations Brand Communities Visibility/Energy A Moving Target Playing Defense Implications Chapter 11 Twenty Takeaways Game-Changing Subcategories—The Only Way to Grow The Digital Factor—Driving or Enabling Game-Changing Subcategories
600			_xbranding _xmarketing _xleadership _xcompetition _xdigital disruption
700			_aJain, Varsha
942			_cBK _2ddc
999			_c22816 _d22816