Summary of Brand Relevance

Making Competitors Irrelevant

Jossey-Bass, more...

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Brand Relevance book summary
Own your brand category and keep competitors at bay.


8 Overall

8 Applicability

7 Innovation

6 Style


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.

In this summary, you will learn

  • How innovative offerings create new categories and subcategories,
  • How brand promoters strategically manage public perception of their brands, and
  • How your brand can erect barriers to block its competitive rivals.


Beer vs. Beer
A look at the Japanese beer market over several decades illustrates the ups and downs of brand dominance within a category and subcategory. From the early 1970s to the mid-1980s, Kirin was Japan’s brand of choice. In 1987, Asahi, a nonthreatening competitor with less than...
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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.

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