David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (co-authored with Eric Joachimsthaler).
This ground-breaking book defines the concept of brand relevanceusing dozens of case studies-Prius, Whole Foods, Westin, iPad andmore-and explains how brand relevance drives market dynamics, whichgenerates opportunities for your brand and threats for thecompetition. Aaker reveals how these companies have made otherbrands in their categories irrelevant. Key points: When managing anew category of product, treat it as if it were a brand; By failingto produce what customers want or losing momentum and visibility,your brand becomes irrelevant; and create barriers to competitorsby supporting innovation at every level of the organization.Using dozens of case studies, shows how to create or dominatenew categories or subcategories, making competitors irrelevantShows how to manage the new category or subcategory as if itwere a brand and how to create barriers to competitorsDescribes the threat of becoming irrelevant by failing to makewhat customer are buying or losing energyDavid Aaker, the author of four brand books, has been calledthe father of branding
This book offers insight for creating and/or owning a newbusiness arena. Instead of being the best, the goal is to be theonly brand around-making competitors irrelevant.