Brand Relevance: Making Competitors Irrelevantby David A. Aaker
This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the
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Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market
This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization.
- Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant
- Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors
- Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy
- David Aaker, the author of four brand books, has been called the father of branding
This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
- Publication date:
- Sold by:
- Barnes & Noble
- NOOK Book
- File size:
- 2 MB
Meet the Author
David A. Aaker is vice chairmanof Prophet Brand Strategy, an executiveadvisor to Dentsu Inc., and Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California, Berkeley.
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Every company wants to produce a product or service so successful that people equate it with a market category. Xerox did it with copiers, and the word “Kleenex” has become a common synonym for tissue. Today’s category-defining brands include Toyota’s Prius and Apple’s iPod. Firms such as Zappos, Best Buy and Amazon have introduced offerings so revolutionary they redefined their markets and created new categories. Moreover, they made it almost impossible for competitors to enter the fray. In this in-depth work, brand guru David A. Aaker provides a model for making your brand relevant and dominant. This thorough, well-researched work resembles a textbook, even though Aaker keeps it lively with dozens of case studies. getAbstract highly recommends Aaker’s well-presented information to marketers and branding practitioners.