Brand Relevance

by David A. Aaker

Book Overview

Branding guru Aaker shows 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...

• Format: Hardcover
• Language: English
• ISBN: 0470613580
• ISBN13: 9780470613580
• Release Date: January 2011
• Publisher: Jossey-Bass
• Length: 400 Pages
• Weight: 1.40 lbs.
• Dimensions: 1.4" x 6.4" x 9.1"