“Brand Relevance: Making Competitors Irrelevant” by David A. Aaker teaches companies to eliminate competition and dominate the market. It’s a great read for those looking to put their brands at the forefront of business.
This book gives case study samples on how top brands outshine their competitors and became leaders in their market, noting iPad, Whole Foods and Prius as examples. In order to make competitors irrelevant, Aaker educates readers on creating new categories or sub categories for a product. This way you are not just the top brand, but the only brand around for a specific market category. The three main points Aaker gets across are to treat a new category of product as if it were a brand when managing it, stay visible to consumers by producing what they want, and implement innovation at every level of the company.
By making your brand relevant to a specific market, you will increase market dynamics. Generating direct, targeted publicity for your product will give more opportunities and threaten competitors. Learn how to creatively find new concepts for your brand, such as unmet needs and untapped areas of the market. The book also gives tips and guidance on evaluating results and strategies.
David Aaker is know as the “father of branding” and is a part of Prophet, a global marketing and branding consulting company. Aaker has also written four books on branding that were translated into 18 different languages with over one million in sales. “Brand Relevance: Making Competitors Irrelevant” can benefit companies everywhere. No matter what the industry, Aaker provides valuable insight and tips to be successful.
Have you read this book? What are your opinions?
Posted by Jennifer Wallington on November 24, 2010 10:26 PM
| Permalink
