Book description
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.
Table of contents
- Copyright
- Preface
-
1. WINNING THE BRAND RELEVANCE BATTLE
- 1.1. The Japanese Beer Industry
- 1.2. The U.S. Computer Industry
- 1.3. Gaining Brand Preference
- 1.4. The Brand Relevance Model
- 1.5. Creating New Categories or Subcategories
- 1.6. Levels of Relevance
- 1.7. The New Brand Challenge
- 1.8. The First-Mover Advantage
- 1.9. The Payoff
- 1.10. Creating New Categories or Subcategories—Four Challenges
- 1.11. The Brand Relevance Model Versus Others
- 1.12. What is Coming
- 1.13. Key Takeaways
- 1.14. For Discussion
- 2. UNDERSTANDING BRAND RELEVANCE: Categorizing, Framing, Consideration, and Measurement
- 3. CHANGING THE RETAIL LANDSCAPE
- 4. MARKET DYNAMICS IN THE AUTOMOBILE INDUSTRY
- 5. THE FOOD INDUSTRY ADAPTS
-
6. FINDING NEW CONCEPTS
- 6.1. Apple
- 6.2. Concept Generation
-
6.3. Sourcing Concepts
- 6.3.1. Customer-Articulated Unmet Needs
- 6.3.2. Ethnographic Research
- 6.3.3. Observation
- 6.3.4. Finding New, Unintended Applications
- 6.3.5. Customer Partnering in Concept Generation
- 6.3.6. Noncustomer Needs
- 6.3.7. Market Trends
- 6.3.8. Global Reverse Innovation
- 6.3.9. Open Innovation
- 6.3.10. Looking to Role Models
- 6.3.11. Competitor Analysis—Looking for Openings
- 6.3.12. Technology-Stimulated Concepts
- 6.3.13. Leveraging Assets and Competencies
- 6.3.14. Consider Category or Subcategory Definitions
- 6.4. Prioritizing the Analysis
- 6.5. Key Takeaways
- 6.6. For Discussion
- 7. EVALUATION
-
8. DEFINING AND MANAGING THE CATEGORY OR SUBCATEGORY
- 8.1. Salesforce.com
- 8.2. Defining a New Category or Subcategory
-
8.3. Functional Benefits Delivered by the Offering
- 8.3.1. Features or Benefits
- 8.3.2. Combining Benefits
- 8.3.3. The Right Functional Design
- 8.3.4. Appealing Aesthetic Design
- 8.3.5. From Components to Systems
- 8.3.6. Being Customer Involving
- 8.3.7. Offerings Tailored to Segments
- 8.3.8. Customer Intimacy
- 8.3.9. Dramatically Lower Price Point
- 8.3.10. Premium Offerings
- 8.3.11. New-Generation Offerings
- 8.3.12. A New Application or Activity
- 8.3.13. An Expanded Competitive Space
- 8.4. Customer-Brand Relationship—Beyond the Offering
- 8.5. Categories and Subcategories: Complex and Dynamic
- 8.6. Managing the Category or Subcategory
- 8.7. Key Takeaways
- 8.8. For Discussion
- 9. CREATING BARRIERS: Sustaining the Differentiation
- 10. GAINING AND MAINTAINING RELEVANCE IN THE FACE OF MARKET DYNAMICS
- 11. THE INNOVATIVE ORGANIZATION
- Epilogue: THE YIN AND YANG OF THE RELEVANCE BATTLE
- Notes
Product information
- Title: Brand Relevance: Making Competitors Irrelevant
- Author(s):
- Release date: January 2011
- Publisher(s): Jossey-Bass
- ISBN: 9780470613580
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