Try free for 30 days

  • Brand Relevance

  • Making Competitors Irrelevant
  • By: David A. Aaker
  • Narrated by: Mark Ashby
  • Length: 11 hrs and 50 mins
  • 4.0 out of 5 stars (1 rating)

A 30-day trial plus your first audiobook free.
1 credit/month after trial—to buy any title you like, yours to keep.
Listen all you want to a selection of thousands of Audible Originals, audiobooks and podcasts.
$16.45 a month after 30 day trial. Cancel anytime.
Brand Relevance cover art

Brand Relevance

By: David A. Aaker
Narrated by: Mark Ashby
Free with 30-day trial

$16.45/month after 30 days. Cancel anytime.

Buy Now for $27.99

Buy Now for $27.99

Pay using voucher balance (if applicable) then card ending in
By confirming your purchase, you agree to Audible's Conditions Of Use and Privacy Notice and authorise Audible to charge your designated credit card or another available credit card on file.

Publisher's Summary

Branding guru David Aaker explains how to eliminate the competition and become the lead brand in your market. This ground-breaking book defines the concept of brand relevance using dozens of case studies - Prius, Whole Foods, Westin, iPad, and more - and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: 

  • When managing a new category of product, treat it as if it were a brand. 
  • By failing to produce what customers want, or losing momentum and visibility, your brand becomes irrelevant. 
  • You can create barriers to competitors by supporting innovation at every level of the organization. 
  • Using dozens of case studies, this book shows how to create or dominate new categories or subcategories, making competitors irrelevant. 
  • Aakers explains how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors. 
  • The book describes the threat of becoming irrelevant by failing to make what customers are buying or by losing energy. 

David Aaker, the author of four brand books, has been called the father of branding. This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around - making competitors irrelevant.  

PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio. 

©2011 John Wiley & Sons, Inc (P)2012 Audible, Inc.

What listeners say about Brand Relevance

Average Customer Ratings
Overall
  • 4 out of 5 stars
  • 5 Stars
    0
  • 4 Stars
    1
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    0
Performance
  • 0 out of 5 stars
  • 5 Stars
    0
  • 4 Stars
    0
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    0
Story
  • 0 out of 5 stars
  • 5 Stars
    0
  • 4 Stars
    0
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    0

Reviews - Please select the tabs below to change the source of reviews.

In the spirit of reconciliation, Audible acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.