Brand Relevance: Making Competitors Irrelevant — Business Books in Bulk - 800-CEO-READ

Brand Relevance: Making Competitors Irrelevant

    By David a Aaker
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.


NEWS: 2011 Business Book Awards: The Short List

Posted January 4, 2012, 7:40 PM with category of General Business
What was the Best Business Book written in 2011? Watch this 90 second video and find out more. Ok, so we didn't tell you what the best book was. Read more

NEWS: Introducing the Candidates: Creativity/Innovation, Marketing/Sales

Posted December 22, 2011, 3:22 PM with category of General Business
Over the course of this week, we will be introducing, by category, the candidates for the 2011 800-CEO-READ Business Book Awards. Even though only one of the candidates can win the big prize, good business books deserve an audience, and perhaps one on this list will be the winning book. . Read more

NEWS: strategy + business's Best Business Books 2011

Posted November 23, 2011, 4:48 PM with category of General Business
strategy + business's yearly list of the best business books is always one of the finest. They do something really simple, but simply brilliant, having authors and thinkers who work in each category come in and curate the year's books with lengthy essays. This always makes it one of the most thorough and thoughtful lists put out every year, and this year is no exception. Read more


  Choose a format
  •   For use in United States   United-states-16

Price: $21.99/ea

App required iOS or Google Play
ISBN 9780470922590
Language English
Publish Date 12/14/2010
Publisher Jossey-Bass

Interested in eBooks?Please read our brief introduction before purchasing.