Brand Relevance – Making Competitors Irrelevant Making Competitors Irrelevant

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.

Substantial market trends and transformational innovations are creating markets and making others irrelevant.  The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance.  To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated.  Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as  Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed.    In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant.   Instead of being the best, the goal is to be the onlymaking competitors irrelevant. 

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.