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.