Aaker, Brand, Goal and Short-term

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StrategyDriven Podcast Special Edition 59 – An Interview with David Aaker, author of Brand Relevance

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

Aaker Brand Short-term Long-term

Forget Brand Preference – Win the Brand Relevance War

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

Brand Aaker Six Sigma Short-term

Leadership Digital

StrategyDriven Podcast Special Edition 59 – An Interview with David Aaker, author of Brand Relevance

Forget Brand Preference – Win the Brand Relevance War

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