Aaker Brand Marketing Strategy Motivation 
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
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.
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