创造一个新品牌,创新的过程非常难,但最难的部分还是在组织结构上。戴维·阿克(David Aaker)因其对品牌资产的研究极具系统性和参考价值,被誉为“品牌资产的鼻祖”。这本书的核心观点看上去颇具颠覆性。阿克指出,当下有两种竞争方式:品牌偏好竞争和品牌相关性竞争。前者更为常见,但是在成熟的竞争市场中,品牌偏好竞争将是一场艰难且无止境的苦战。品牌相关性竞争——创建新品类和子品类,才是企业迈向成功的唯一途径。 Creating a new brand is a difficult process of innovation, but the hardest part is organizational structure. David Aaker is known as “the originator of brand equity” because of his systematic and valuable research on brand equity. The core idea of ​​this book looks quite disruptive. Acker pointed out that there are two modes of competition nowadays: brand preference competition and brand relativity competition. The former is more common, but in a mature competitive market, brand preference competition will be a difficult and endless struggle. Brand Relevance Competition - Creating new categories and sub-categories is the only way an organization can succeed.