Aaker Brand Goal Innovation 
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.
Harvard Business Review
MAY 20, 2011
The only real way to grow sales and profits is to create innovative offerings with some "must haves" that define new categories or subcategories for which competitors are not relevant. Here are some twelve routes to real barriers the last six of which involve the brand. Ongoing innovation. Brand networks. Brand equity.
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