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Brand Relevance: Making Competitors Irrelevant

4.08 of 5 stars 4.08  ·  rating details  ·  63 ratings  ·  5 reviews
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your marketThis 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 ...more
Hardcover, 381 pages
Published January 25th 2011 by Jossey-Bass (first published December 14th 2010)
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Fred Zimny
How to create a blue ocean strategy is one of this year’s themes on this blog.

A little bit late – the book was published early 2011 – I decided to read Brand Relevance.

David A Aaker’s publisher claims that ” 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 dynamic
...more
Marc  Binkley
David's books are polarizing for me. I think he's got a brilliant mind for branding. He's extremely knowledgeable and obviously well respected in the industry. However, I find his writing style very academic. An academic slant isn't a bad thing, but I find the content boring even though I love the subject material. It's the second book of David's that I've read and found both were written in a similar style.
Rob
Main takeaway: when building your brand, your goal should be to dominate a category of subcategory within your domain.

This is a pretty long read and is written like a text book, with many supporting case studies. I would not recommend it for anyone who is looking for a casual read.
Meg
Aaker is clearly one of the greatest marketing minds of all time, this book was easy to read and simple to implement.
Jackson


really a book designed for large companies and not relevant for smaller entrepreneurs
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