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David A. Aaker
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Brand Relevance: Making Competitors Irrelevant Paperback – Jan. 25 2011

by David A. Aaker (Author)
4.4 4.4 out of 5 stars 32 ratings
See all formats and editions
Branding guru Aaker shows 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; and create barriers to competitors by supporting innovation at every level of the organization.

  • Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant
  • Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors
  • Describes the threat of becoming irrelevant by failing to make what customer are buying or 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.

Previous page
  1. Print length
    400 pages
  2. Language
    English
  3. Publisher
    Jossey-Bass
  4. Publication date
    Jan. 25 2011
  5. Dimensions
    15.24 x 2.77 x 22.86 cm
  6. ISBN-10
    0470613580
  7. ISBN-13
    978-0470613580
  8. See all details
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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

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.

Product details

  • Publisher ‏ : ‎ Jossey-Bass; 1st edition (Jan. 25 2011)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 400 pages
  • ISBN-10 ‏ : ‎ 0470613580
  • ISBN-13 ‏ : ‎ 978-0470613580
  • Item weight ‏ : ‎ 635 g
  • Dimensions ‏ : ‎ 15.24 x 2.77 x 22.86 cm
  • Customer Reviews:
    4.4 4.4 out of 5 stars 32 ratings

About the author

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David A. Aaker

David A. Aaker

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I am the Vice Chair at Prophet, a global brand and marketing consulting company that is on the forefront of branding issues, and Professor Emeritus of Marketing Strategy at the Haas School of Business at UC Berkeley. I blog at Aaker on Brands (http://www.davidaaker.com). I live in Orinda, California near my three daughters and seven grandchildren and try to do a lot of biking and just enough golfing. My professional passion is understanding brands and helping firms build brands and brand portfolios.

Formal Bio

David A. Aaker is the Vice Chairman of Prophet and Professor Emeritus of Marketing Strategy at the University of California Berkeley Haas School of Business. He is the winner of five career awards for contributions to the practice and science of marketing, including the Paul D. Converse Award, the Vijay Mahajan Award, the Buck Weaver Award, the Sheth Foundation Medal and being named to the NYAMA Marketing Hall of Fame. He has published over 100 articles and 18 books that have sold well over 1 million copies and been translated into 18 languages, including Strategic Market Management, Building Strong Brands, Brand Leadership (co-authored Erich Joachimsthaler), Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, Aaker on Branding, Creating Signature Stories, Owning Game-Changing Subcategories and The Future of Purpose-Driven Branding. Named one of the top five most important marketing/business gurus in 2007, Aaker has won awards for the best article in the California Management Review and the Journal of Marketing (twice). A recognized authority on brand strategy, he has been an active consultant and speaker throughout the world. He regularly blogs at davidaaker.com and on Linkedin.

Customer reviews

4.4 out of 5 stars
4.4 out of 5
32 global ratings

Top review from Canada

Robert Morris
5.0 out of 5 stars If your "brand" isn't relevant, neither are you and your company
Reviewed in Canada on July 5, 2011
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 within a broad and deep frame-of-reference. Brand Relevance is no exception. On the contrary, I think it is his most important, his most valuable book thus far. In Reality Check, Guy Kawasaki shares everything he has learned thus far about how to (and how not to) "outsmart, outmanage, and outmarket your competition." In his latest book, Aaker shares everything he has learned thus far about how to (and how not to) "drive change through innovations that will create new categories and subcategories - making competitors less relevant -[so that] other firms can recognize the emergence of these new categories and subcategories and adapt to them."

As he explains, the way for a firm to get on top of its strategies in a time of change is to achieve these four strategic objectives: (1) Complete and then follow a process by which to create new categories and subcategories that make competitors irrelevant; (2) Apply the brand relevance concept to the given circumstances and leverage its power as a way to drive and understand dynamic markets, (3) understand how and why brand relevance can be diminished or lost as well as how and why to avoid or replenish that loss; and (4), understand and develop or strengthen the characteristics it must have "to support substantial or transformational innovation that will lead to new categories or subcategories."

Aaker identifies with meticulous care the "what" of these and other strategic objectives, then devoting the bulk of his attention to explaining how to achieve them. To support his results-driven approach, he makes brilliant use of 25 mini-case studies of a remarkably diverse range of companies that include IKEA, Best Buy, Whole Foods Market, Zappos, Zipcar, Apple, Segway's Human Transporter, Salesforce.com, and Walmart. As these and other exemplars have clearly demonstrated, companies are most relevant when their clients depend on them to help them be most relevant to their own clients. Here in a single source is about all the information, insights, and counsel any C-level executives need to ensure that their companies gain and then sustain brand preference and thereby make their competitors irrelevant.
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Top reviews from other countries

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Cliente Amazon
5.0 out of 5 stars Llego a tiempo
Reviewed in Spain on February 3, 2019
Verified Purchase
Era un regalo
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Kathume
4.0 out of 5 stars Anschaulich!
Reviewed in Germany on August 17, 2014
Verified Purchase
Anschauliches Buch mit vielen Fallbeispielen, was es sehr praxisorientiert macht. Der wissenschaftliche Bezug ist stets gegeben. Super Lektüre für alle Marketing-Liebhaber!
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John Gibbs
5.0 out of 5 stars How to innovate to stay ahead
Reviewed in the United States on January 6, 2011
Verified Purchase
Success in business is not about winning the brand preference battle so much as the brand relevance war with an innovative offering that achieves sustainable differentiation by creating a new category or subcategory, according to David Aaker in this book. Conversely, brands often decline, not because they have lost their ability to deliver or the loyalty of their customers, but because they have become less relevant.

The book goes on to describe numerous examples of companies which have gained substantial competitive advantages by creating in the minds of potential customers a new category or subcategory of product. Examples from the field of retailing include Muji, IKEA, Zara, H&M, Best Buy, Whole Foods Market, Subway and Zappos. Examples from the automobile industry include the Toyota Prius, the Saturn, the Chrysler minivan, the Tata Nano, Enterprise Rent-A-Car and Zipcar.

Creating brand relevance is a matter of framing new categories and sub-categories and influencing customers' perspectives by creating mental associations. To create new categories, an organization must be involved in finding concepts, evaluating them, using them to define new categories, and creating barriers for competitors. All is not lost if a company finds itself becoming irrelevant; the author gives plenty of examples of companies which have recovered relevance through renewed innovation.

There are numerous other books available which discuss the importance of differentiation, but none describe it quite in the same way as the present author does. Differentiation is important, but a key aspect of business success lies in communicating the differences to the target market in such a way as to excite ongoing interest. This book is a bit longer than I would have liked, but the author's advice and conclusions seem to be very pertinent.
10 people found this helpful
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Arnold Japutra
5.0 out of 5 stars Must read!
Reviewed in the United Kingdom on January 24, 2013
Verified Purchase
Another good book from David Aaker. If you're interested in branding, buy and read this one. It is well worth it.
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Tom Black
4.0 out of 5 stars Must read
Reviewed in the United States on April 5, 2013
Verified Purchase
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.
One person found this helpful
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