Strategy Driven

MARCH 24, 2011

Special Edition 59 – An Interview with David Aaker, author of Brand Relevance explores the creation of offerings so different that they create unique categories within which customers perceive no other product or service alternatives. advantages of achieving brand relevance over brand preference. About the Author.

Aaker 60

Aaker Brand Short-term Long-term 60

Strategy Driven

APRIL 8, 2011

There are two ways to compete in existing markets – gaining brand preference and making competitors irrelevant. Brand Relevance. The first and most commonly used route to winning customers and sales focuses on generating brand preference among the brand choices considered by customers, on beating the competition.

Brand 56

Brand Aaker Six Sigma Short-term 56

Harvard Business Review

MAY 20, 2011

The goal is not only to find and successfully introduce such offerings but to create barriers that inhibit or prevent competitors from entering and becoming serious customer options. Here are some twelve routes to real barriers the last six of which involve the brand. Brand networks. Brand equity. Brand loyalty.

Aaker 15

Aaker Henderson Brand Competitive Advantage 15

Harvard Business Review

MAY 23, 2012

Myth #1: Most consumers want to have relationships with your brand. Only 23% of the consumers in our study said they have a relationship with a brand. That's why, when you ask the 77% of consumers who don't have relationships with brands to explain why, you get comments like "It's just a brand, not a member of my family."

Aaker 19

Aaker Brand Marketing Mix Marketing 19