Branding guru David Aaker explains 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.
- You can create barriers to competitors by supporting innovation at
every level of the organization.
- Using dozens of case studies, this book shows how to create or
dominate new categories or subcategories, making competitors
irrelevant.
- Aakers explains how to manage the new category or subcategory as if it
were a brand and how to create barriers to competitors.
- The book describes the threat of becoming irrelevant by failing to
make what customers are buying or by 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.
