• Brand Relevance

  • Making Competitors Irrelevant
  • By: David A. Aaker
  • Narrated by: Mark Ashby
  • Length: 11 hrs and 50 mins
  • 4.9 out of 5 stars (7 ratings)

Access a growing selection of included Audible Originals, audiobooks, and podcasts.
You will get an email reminder before your trial ends.
Audible Plus auto-renews for $7.95/mo after 30 days. Upgrade or cancel anytime.
Brand Relevance  By  cover art

Brand Relevance

By: David A. Aaker
Narrated by: Mark Ashby
Try for $0.00

$7.95 a month after 30 days. Cancel anytime.

Buy for $21.49

Buy for $21.49

Pay using card ending in
By confirming your purchase, you agree to Audible's Conditions of Use and Amazon's Privacy Notice. Taxes where applicable.

Publisher's summary

Branding guru David Aaker explains 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. 
  • You can create barriers to competitors by supporting innovation at every level of the organization. 
  • Using dozens of case studies, this book shows how to create or dominate new categories or subcategories, making competitors irrelevant. 
  • Aakers explains how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors. 
  • The book describes the threat of becoming irrelevant by failing to make what customers are buying or by 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.  

PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio. 

©2011 John Wiley & Sons, Inc (P)2012 Audible, Inc.

What listeners say about Brand Relevance

Average customer ratings
Overall
  • 5 out of 5 stars
  • 5 Stars
    6
  • 4 Stars
    1
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    0
Performance
  • 5 out of 5 stars
  • 5 Stars
    5
  • 4 Stars
    1
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    0
Story
  • 5 out of 5 stars
  • 5 Stars
    5
  • 4 Stars
    1
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    0

Reviews - Please select the tabs below to change the source of reviews.