Aaker, Innovation and Marketing Strategy

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Aaker

Innovation

Marketing Strategy

Forget Brand Preference – Win the Brand Relevance War

Strategy Driven

APRIL 8, 2011

Brand Relevance : Making Competitors Irrelevant by David Aaker. Whole Foods Market. Not only are these brands phenomenally successful – they are examples of product categories where competitors are nearly irrelevant, says branding guru David Aaker. The brand preference model dictates the objectives and strategy of the firm.

Brand

Brand Aaker Six Sigma Short-term

Make Your Competition Irrelevant

Harvard Business Review

APRIL 7, 2011

This is the route that breakthrough brands take, and is for most marketers the only route to growth and profitability. Marketing strategies geared toward this approach feature constant, incremental enhancements to the offering's attractiveness, reliability, or price, in hopes of getting buyers to take a second look at a familiar brand.

Aaker

Aaker Brand Marketing Innovation

Leadership Digital

Forget Brand Preference – Win the Brand Relevance War

Make Your Competition Irrelevant

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