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Brand Relevance: Making Competitors Irrelevant Hardcover – 15 Feb 2011

5.0 out of 5 stars 3 customer reviews

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Product details

  • Hardcover: 400 pages
  • Publisher: John Wiley & Sons; 1 edition (15 Feb. 2011)
  • Language: English
  • ISBN-10: 0470613580
  • ISBN-13: 978-0470613580
  • Product Dimensions: 16 x 3.3 x 23.6 cm
  • Average Customer Review: 5.0 out of 5 stars 3 customer reviews
  • Amazon Bestsellers Rank: 1,003,101 in Books (See Top 100 in Books)
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Product description

From the Inside Flap

This ground–breaking book clearly defines the concept of brand relevance and shows what it takes to channel innovation and manage the competitive arena so that competition is reduced or eliminated.

Throughout the book, branding guru David Aaker explains how brand relevance drives market dynamics using dozens of illustrative case studies involving brands such as Asahi Beer, Prius, Whole Foods Market, Hyundai, Zappos, Wheaties Fuel, Zipcar, Muji, Cafe Steamers, GE, SalesForce.com, and Apple. He reveals how brand teams have turned away from destructive brand preference competition by making other brands irrelevant.

Adopting Aaker′s brand relevance model in which innovative offerings form categories and subcategories provides dramatic opportunities for brand teams with insight and the ability to lead the market. As Aaker explains, successful brand relevance competition involves four vital tasks: concept generation, concept evaluation, creating barriers to the competition and, critically, actively defining and managing the new category or subcategory. It also involves being on top of the market, the competition, and the technology so that they get the timing right, a crucial element of a successful brand relevance strategy.

Brand relevance is a threat as well as an opportunity to firms facing dynamic markets. Aaker shows how to avoid having a brand go into decline because people no longer consider it relevant.

Brands that can create and manage new categories or subcategories making competitors irrelevant will prosper while others will be mired in debilitating marketplace battles or will be losing relevance and market position.

From the Back Cover

Praise for Brand Relevance

"Aaker has nailed it (again)! The long–term viability of a business is inextricably linked to gaining a brand relevance advantage through new category and subcategory development and unique positioning."
Joe Tripodi, chief marketing and commercial officer, Coca–Cola

"Most of our work as brand builders is reactionary, chasing each other′s ideas. The result is a marketplace of sameness. David Aaker gives us fresh principles and real ideas to change that, to be truly innovative, to raise our game."
Jim Stengel, former chief marketing officer, P&G

"Aaker has hit the nail on the head with Brand Relevance. You′ve gotta take the leap or risk getting left behind."
Ann Lewnes, chief marketing officer, Adobe

"Brand Relevance shows how finding a higher purpose, a characteristic of great companies, can affect which brands customers perceive as relevant."
Tony Hsieh, author, Delivering Happiness and chief executive officer, Zappos.com, Inc.

"Loaded with powerful examples, David Aaker′s Brand Relevance book brings brand insight to the process of innovation."
Ian R. Friendly, executive vice president, General Mills

"Clarity jumps off the first pages it′s less about the brand–preference battle than the brand–relevance war. And clarity continues as he presents a disciplined process leading to relevance wins and shows how to make innovation pay–off in the marketplace."
Richard K. Lyons, dean, Haas School of Business, University of California, Berkeley

"Staying the course with familiar approaches to building brand preference risks the likelihood of being made irrelevant by those who jump on Aaker′s brand relevance lessons and find new growth paths."
Meredith Callanan, vice president corporate marketing and communication, T. Rowe Price

"A ′wake–up call′ for a market leader because if the relevance game is lost so is its market position."
Joseph K. Gross, executive vice president, Allianz SE

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