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Brand Relevance

Making Competitors Irrelevant

David A. Aaker

Jossey-Bass, 2011

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Every company wants to produce a product or service so successful that people equate it with a market category. Xerox did it with copiers, and the word “Kleenex” has become a common synonym for tissue. Today’s category-defining brands include Toyota’s Prius and Apple’s iPod. Firms such as Zappos, Best Buy and Amazon have introduced offerings so revolutionary they redefined their markets and created new categories. Moreover, they made it almost impossible for competitors to enter the fray. In this in-depth work, brand guru David A. Aaker provides a model for making your brand relevant and dominant. This thorough, well-researched work resembles a textbook, even though Aaker keeps it lively with dozens of case studies. getAbstract highly recommends Aaker’s well-presented information to marketers and branding practitioners.

Take-Aways

A brand is relevant when buyers consider it for purchase after selecting a category.
Leading brands lose relevance when a new product redefines a category.
Use the “brand relevance” approach instead of the “incremental innovation” strategy, which is based on brand preference.

About the Author

David A. Aaker is vice chairman of the consulting company Prophet and professor emeritus at the Haas School of Business, University of California, Berkeley.

Brand Relevance

Making Competitors Irrelevant

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