Brand Relevance by David A. Aaker
Making Competitors Irrelevant

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Branding guru Aaker shows how to eliminate the competition andbecome the lead brand in your market

This ground-breaking book defines the concept of brand relevanceusing dozens of case studies-Prius, Whole Foods, Westin, iPad andmore-and explains how brand relevance drives market dynamics, whichgenerates opportunities for your brand and threats for thecompetition. Aaker reveals how these companies have made otherbrands in their categories irrelevant. Key points: When managing anew category of product, treat it as if it were a brand; By failingto produce what customers want or losing momentum and visibility,your brand becomes irrelevant; and create barriers to competitorsby supporting innovation at every level of the organization.

Using dozens of case studies, shows how to create or dominatenew categories or subcategories, making competitors irrelevantShows how to manage the new category or subcategory as if itwere a brand and how to create barriers to competitorsDescribes the threat of becoming irrelevant by failing to makewhat customer are buying or losing energyDavid Aaker, the author of four brand books, has been calledthe father of branding

This book offers insight for creating and/or owning a newbusiness arena. Instead of being the best, the goal is to be theonly brand around-making competitors irrelevant.


About David A. Aaker

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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.
Published December 15, 2010 by Jossey-Bass. 401 pages
Genres: Business & Economics. Non-fiction

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Publishers Weekly

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To help businesspeople sort through and capitalize on such perceptual niceties, Aaker, a consultant, professor and author of Building Strong Brands, plots out a complicated taxonomy of master brands, subbrands, endorser brands, brand alliances, branded energizers, silver bullet brands, cash cow b...

Mar 29 2004 | Read Full Review of Brand Relevance: Making Compe...

Publishers Weekly

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Brand guru Aaker (Building Strong Brands) explains how companies can keep their brand relevant through innovation and the creation of new categories or subcategories that they can "own" in the minds of consumers.

Feb 21 2011 | Read Full Review of Brand Relevance: Making Compe...

Harvard Business Review

Tesla needs to reframe the discussion away from the safety of Tesla alone and shift the conversation to a comparison between the safety of gasoline-powered cars and the subcategory of high-powered electric cars for which Tesla is the exemplar brand — and, in fact, the only brand.

Dec 11 2013 | Read Full Review of Brand Relevance: Making Compe...

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