Strategy Driven

APRIL 8, 2011

A consumer decides to buy an established product category or subcategory, such as SUVs. Brand Relevance : Making Competitors Irrelevant by David Aaker. Not only are these brands phenomenally successful – they are examples of product categories where competitors are nearly irrelevant, says branding guru David Aaker.

Brand 56

Brand Aaker Six Sigma Short-term 56

Strategy Driven

SEPTEMBER 27, 2013

When we are satisfied with a product or service, we may tell three friends, but when we are dissatisfied, we’re inclined to tell (or Tweet) it to three thousand. The sincere, relationship-oriented business had raised consumer expectations of the service quality and built loyalty to the website. The Powerful Role of Trust.

Aaker 64

Aaker Short-term Marketing Benchmarking 64

Harvard Business Review

MAY 20, 2011

Becoming a moving target as Apple did by following the iPod with products like the nano, shuffle, and iTouch, and Gillette did with razors from the Trac II to the Fusion ProGlide. Brand loyalty. Diamond's (formerly P&G's) Pringles, Prius' Hybrid Synergy Drive, and Dreyer's Slow Churned Ice Cream all have technologies not easily copied.

Aaker 15

Aaker Henderson Brand Competitive Advantage 15

Harvard Business Review

APRIL 7, 2011

Customers are just not inclined or motivated to change brand loyalties in established markets. The latter's products were irrelevant to their decision. For 16 years Chrysler had no viable competitor, in part because it continuously innovated behind the product but also because competitors had other priorities. It is Econ 101.

Aaker 15

Aaker Brand Marketing Innovation 15