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Brand Relevance: Making Competitors Irrelevant

4.06  ·  Rating Details  ·  81 Ratings  ·  7 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
Feb 18, 2012 Fred Zimny rated it really liked it
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
Guanxi
Jun 03, 2016 Guanxi added it
I thought this was going to be a great book b/c it starts out fast, direct, and assumes you know a thing or two about branding. It refers to 20-30 different case studies which are commonly profiled & studied, without he extensive detail. The problem is that there's nothing new to the proposed relevance-model & the book gets repetitive ~ 1/2way through. It's a lot of what you already know - just in a pretty package that doesn't add much value.
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
Jun 18, 2012 Rob rated it liked it  ·  review of another edition
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
Feb 12, 2013 Meg rated it really liked it  ·  review of another edition
Shelves: marketing-books
Aaker is clearly one of the greatest marketing minds of all time, this book was easy to read and simple to implement.
Jackson
Jun 30, 2012 Jackson rated it it was ok  ·  review of another edition


really a book designed for large companies and not relevant for smaller entrepreneurs
Kathy Corey
Sep 02, 2015 Kathy Corey rated it it was amazing  ·  review of another edition
David Aaker's book Brand Relevance is a classic must read Brand Management book.
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