Brand Relevance Making Competitors Irrelevant

by Aaker, David A.

• ISBN13: 9780470613580
• ISBN10: 0470613580
• Edition: 1st
• Format: Hardcover
• Copyright: 2011-01-25
• Publisher: Jossey-Bass

Summary

Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed. In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant. Instead of being the best, the goal is to be the only-making competitors irrelevant.

Author Biography

David A. Aaker is vice chairmanof Prophet Brand Strategy, an executiveadvisor to Dentsu Inc., and Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California, Berkeley.

Table of Contents

Preface

Winning the Brand Relevance Battle

Cases

The Japanese Beer Industry

The U.S. Computer Industry

Gaining Brand Preference

The Brand Relevance Model

The New Brand Challenge

The First-Mover Advantage

The Payoff

Creating New Categories or Subcategories-Four Challenges

The Brand Relevance Model Versus Others

Understanding Brand Relevance: Categorizing, Framing Consideration, and Measurement

Categorization

It's All About Framing

Consideration Set as a Screening Step

Measuring Relevance

Changing the Retail Landscape

Cases

Muji

IKEA

Zara

H&M

Best Buy

Whole Foods Market

The Subway Story

Zappos

Market Dynamics in the Automobile Industry

Cases

Toyota's Prius Hybrid

The Saturn Story

The Chrysler Minivan

Tata's Nano

Yugo

Enterprise Rent-A-Car

Zipcar

The Food Industry Adapts

Cases

Nabisco Cookies

Dreyer's Slow Churned Ice Cream

P&G's Olestra

General Mills

Healthy Choice

Fighting the Fat Battle

From Fat to Health

Finding New Concepts

Case

Apple

Concept Generation-Unmet Needs and Creativity

Sourcing Concepts-Fifteen Approaches

Prioritizing the Analysis

Evaluation

Case

Segway's Human Transporter

Is There a Market-Is the Opportunity Real?

Can We Compete and Win

Does the Offering Have Legs?

Beyond Go or No-Go-A Portfolio of Concepts

Defining the Category or Subcategory

Case

Salesforce.com

Defining a New Category or Subcategory

Functional Benefits Delivered by the Offering

Customer-Brand Relationship-Beyond the Offering

Categories and Subcategories: Complex and Dynamic

Managing the Category or Subcategory

Creating Barriers: Sustaining the Differentiation

Case

Yamaha Disklavier

Creating Barriers to Competition

Investment Barriers

Owning a Compelling Benefit or Benefits

Relationships with Customers

Maintaining Relevance in the Face of Market Dynamics

Case

Walmart

Product Category or Subcategory Relevance

Energy Relevance

Innovative Organization

Case

GE

Selective Opportunism

Dynamic Strategic Commitment

Organization-Wide Resource Allocation

Epilogue: The Yin and Yang of the Relevance Battle

Notes

Index

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