Brand Relevance

Brand Relevance is a ground-breaking book that 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. This generates opportunities for your brand and creates threats for the competition. Aaker reveals how these companies have rendered other brands in their categories irrelevant.

Key points include:

• 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.
• Create barriers to competitors by supporting innovation at every level of the organisation.

Using numerous case studies, Aaker shows how to create or dominate new categories or subcategories, making competitors irrelevant. He describes how to manage a new category or subcategory as if it were a brand and how to create barriers to competitors. Furthermore, Aaker highlights the threat of becoming irrelevant by failing to produce what customers are buying or by losing energy.

David Aaker, the author of four brand books, has been called the father of branding. Brand Relevance offers insight into creating and/or owning a new business arena. Instead of merely striving to be the best, the goal is to be the only brand around, thus making competitors irrelevant.