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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 ...
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.
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.
1. Winning the Brand Relevance Battle.
Cases: The Japanese Beer Industry and The U.S. Computer Industry.
Gaining Brand Preference.
The Brand Relevance Model.
Creating New Categories or Subcategories.
Levels of Relevance.
The New Brand Challenge.
The First-Mover Advantage.
Creating New Categories or Subcategories—Four Challenges.
The Brand Relevance Model Versus Others.
2. Understanding Brand Relevance: Categorizing, Framing Consideration, and Measurement.
It's All About Framing.
Consideration Set as a Screening Step.
3. Changing the Retail Landscape.
Whole Foods Market.
The Subway Story.
4. Market Dynamics in the Automobile Industry.
Toyota's Prius Hybrid.
The Saturn Story.
The Chrysler Minivan.
5. The Food Industry Adapts.
Fighting the Fat Battle.
Dreyer’s Slow Churned Ice Cream.
From Fat to Health.
General Mills and the Health Trends.
6. Finding New Concepts.
Prioritizing the Analysis.
Case: Segway's Human Transporter.
Evaluation: Picking the Winners.
Is There a Market—Is the Opportunity Real?
Can We Compete and Win?
Does the Offering Have Legs?
Beyond Go or No-Go—A Portfolio of Concepts.
8. Defining the Category or Subcategory.
Defining a New Category or Subcategory.
Functional Benefits Delivered by the Offering.
Customer-Brand Relationship—Beyond the Offering.
Categories and Subcategories: Complex and Dynamic.
Managing the Category or Subcategory.
9. Creating Barriers: Sustaining the Differentiation.
Case: Yamaha Disklavier.
Creating Barriers to Competition.
Owning a Compelling Benefit or Benefits.
Relationships with Customers.
Link the Brand to the Category or Subcategory.
10. Maintaining Relevance in the Face of Market Dynamics.
Avoiding the Loss of Relevance.
Product Category or Subcategory Relevance.
Category or Subcategory Relevance Strategies.
Gaining Relevance—The Hyundai Case.
11. Innovative Organization.
The Innovative Organization.
Dynamic Strategic Commitment.
Organization-Wide Resource Allocation.
Epilogue: The Yin and Yang of the Relevance Battle.
Posted March 21, 2012
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.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.