Brand Relevance (Making Competitors Irrelevant)

Branding guru Aaker shows how to eliminate the competition andbecome the lead brand in your market

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 irrelevant
• Shows how to manage the new category or subcategory as if itwere a brand and how to create barriers to competitors
• Describes the threat of becoming irrelevant by failing to makewhat customer are buying or losing energy
• David 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.

While major retailers like Amazon may carry Brand Relevance (Making Competitors Irrelevant), we specialize in bulk book sales and offer personalized service from our friendly, book-smart team based in Portland, Oregon. We’re proud to offer a Price Match Guarantee and a streamlined ordering experience from people who truly care.

We’re trusted by over 75,000 customers, many of whom return time and again. Want proof? Just check out our 25,000+ customer reviews—real feedback from people who love how we do business.

Prefer to talk to a real person? Our Book Specialists are here Monday–Friday, 8 a.m. to 5 p.m. PST and ready to help with your bulk order of Brand Relevance (Making Competitors Irrelevant).