FREE Delivery in the UK.
Only 1 left in stock (more on the way).
Dispatched from and sold by Amazon. Gift-wrap available.
+ £2.80 delivery
Used: Very Good | Details
Condition: Used: Very Good
Comment: Expedited shipping available on this book. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged.
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 2 images

Follow the Author

Something went wrong. Please try your request again later.

Brand Relevance: Making Competitors Irrelevant Hardcover – 15 Feb 2011

5.0 out of 5 stars 3 customer reviews

See all 4 formats and editions Hide other formats and editions
Amazon Price
New from Used from
Kindle Edition
£14.95 £0.01
Promotion Message Prime Student members get 10% off 1 promotion

Note: This item is eligible for click and collect. Details
Pick up your parcel at a time and place that suits you.
  • Choose from over 13,000 locations across the UK
  • Prime members get unlimited deliveries at no additional cost
How to order to an Amazon Pickup Location?
  1. Find your preferred location and add it to your address book
  2. Dispatch to this address when you check out
Learn more
click to open popover

Special offers and product promotions

  • Prime Student members get an extra 10% off this product Here's how (terms and conditions apply)
  • Buy this product and stream 90 days of Amazon Music Unlimited for free. E-mail after purchase. Conditions apply. Learn more

Frequently bought together

  • Brand Relevance: Making Competitors Irrelevant
  • +
  • Building Strong Brands
Total price: £32.60
Buy the selected items together

Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.

  • Apple
  • Android
  • Windows Phone
    Windows Phone

To get the free app, enter your mobile phone number.


Product details

  • Hardcover: 400 pages
  • Publisher: John Wiley & Sons (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: 478,980 in Books (See Top 100 in Books)
  • Would you like to tell us about a lower price?
    If you are a seller for this product, would you like to suggest updates through seller support?

  • See Complete Table of Contents

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

See all Product description

3 customer reviews

5.0 out of 5 stars

Review this product

Share your thoughts with other customers

24 January 2013
Format: HardcoverVerified Purchase
5 July 2011
Format: Hardcover
3 people found this helpful
Comment Report abuse
21 March 2012
Format: Hardcover
One person found this helpful
Comment Report abuse

Most helpful customer reviews on Amazon.com

Amazon.com: 4.0 out of 5 stars 21 reviews
Jeffrey Summers
5.0 out of 5 starsI don't care about typos, errors, structure or ...
21 July 2016 - Published on Amazon.com
Verified Purchase
Evan Miller
3.0 out of 5 starsHighly overrated
27 November 2013 - Published on Amazon.com
Format: HardcoverVerified Purchase
16 people found this helpful.
John Gibbs
5.0 out of 5 starsHow to innovate to stay ahead
6 January 2011 - Published on Amazon.com
Verified Purchase
10 people found this helpful.
The Naked Truth Marketer
4.0 out of 5 starsFour Stars
21 October 2015 - Published on Amazon.com
Format: HardcoverVerified Purchase
One person found this helpful.
Mohammed Athar
5.0 out of 5 starsFive Stars
25 August 2017 - Published on Amazon.com
Format: HardcoverVerified Purchase