Brand Relevance:Making Competitors Irrelevant

While most managers today are focusing on brand preference, the real battle is over brand relevance.

Our summary of Brand Relevance:  Making Competitors Irrelevant, by David A. Aaker, clearly defines the concept of brand relevance and shows what it takes to channel innovation and reduce or eliminate the competition.

Aaker is vice chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California, Berkeley.

As Aaker explains, successful brand relevance depends on turning innovative offerings into new categories or subcategories by taking four steps:

1. Generate new concepts;
2. Evaluate the concepts;
3. Create barriers to the competition; and,
4. Actively define and manage the new category or subcategory.

This summary will explain each of these crucial steps so you can dominate your market and make your competitors irrelevant.