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

First Friday Book Synopsis

JULY 6, 2011

Brand Relevance: Making Competitors Irrelevant David A.

Aaker 80

Aaker Brand Books Review 80

First Friday Book Synopsis

JULY 6, 2011

In his own words: “My passion is understanding brands and helping firms build brands and brand portfolios. My first brand book, Managing Brand Equity defined brand equity and set forth its value to a firm and its customers.

Aaker 75

Aaker Brand Books Management 75

First Friday Book Synopsis

APRIL 13, 2011

Here is an excerpt from an article written by David Aaker for “The Conversation&# series featured by the Harvard Business Review blog. To read the complete article, check out the wealth of free resources, and sign up for a subscription to HBR email alerts, please click here. * * * When a brand sallies forth [.].

Aaker 85

Aaker Brand Review Blog 85

Harvard Business Review

MAY 31, 2011

The challenge for the Chief Marketing Officer is to create marketing and brand building that is both exceptional and efficient in the face of country, product, and functional silos. Too often silos are constrained and fail to create brilliant offering or marketing innovations. Identify and leverage great ideas. Any others come to mind?

Brand 15

Brand Aaker Objective Team Building 15

Harvard Business Review

APRIL 7, 2011

When a brand sallies forth into the marketplace, there are essentially two bases on which it can compete. The first is competing on brand preference by convincing buyers to opt for Brand A over comparable Brands X, Y, and Z. Customers are just not inclined or motivated to change brand loyalties in established markets.

Aaker 15

Aaker Brand Marketing Innovation 15

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.

Aaker 15

Aaker Henderson Brand Competitive Advantage 15