Starred Review. Brand guru Aaker (Building Strong Brands) explains how companies can keep their brand relevant through innovation and the creation of new categories or subcategories that they can "own" in the minds of consumers. While plenty of books emphasize the need for constant innovation, Aaker dives deeper; customers determine brand relevance and companies as diverse as Japanese beer maker Asahi, Xerox, IKEA, Zappos, and Apple have each carved out a unique market niche, a niche that must be protected through the creation of barriers for competitors, Aaker argues. Postmortem evaluations of epic failures like the Segway, Nabisco's Snackwells product line, and Apple's Newton digital assistant will help brand managers avoid costly and high-profile marketing missteps. Those familiar with the author's work will recognize his textbook approach. His clear prose and honest assessments will resonate with small business owners or brand managers and should be required reading for anyone with a vested interest in keeping their company on the tip of their consumers' tongues. (Jan.)
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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.See all Editorial Reviews
Great book, People think hard work create wealth, Unfortunately wealth create wealth.Published 1 month ago by aremu
Aaker does a great job of explaining what he means by relevance, and providing examples to legitimately back it up.Published 22 months ago by Vincent Bataoel
Aaker's idea for making other brands irrelevant will not work for every situation, but it will for most. And you can certainly avoid becoming irrelevant yourself.Published on April 5, 2013 by Tom Black
This is a text for a class I was taking. The online course provided an e-book which I found difficult to use so I purchased a hard copy. Read morePublished on February 8, 2013 by Matt Staley
Every company wants to produce a product or service so successful that people equate it with a market category. Read morePublished on March 21, 2012 by Rolf Dobelli
Those who have read any of David Aaker's previous books already know that he presents information, insights, and counsel that are anchored in specific real-world circumstances... Read morePublished on July 5, 2011 by Robert Morris
This book is a pretty gift. There are a lot of reasons for your read don't stop.
Put the innovation how the drive for your brand, relocating resources putting them how... Read more
Aaker takes a fresh look at the brand space and tackles the fundamental question of how to create relevance. Full of case examples, fun and easy to read. Read morePublished on January 18, 2011 by John Rolander
David Aaker has done it again. Brilliant! Aaker is always a reliable source for up-to-date information about brand, and this book is no different. Read morePublished on January 18, 2011 by Susan T. Rolander