Brand Relevance

Brand Relevance

Author: David A. Aaker

Publisher: John Wiley & Sons

Published: 2011-01-25

Total Pages: 400

ISBN-13: 0470613580

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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 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; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or 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.


Book Synopsis Brand Relevance by : David A. Aaker

Download or read book Brand Relevance written by David A. Aaker and published by John Wiley & Sons. This book was released on 2011-01-25 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 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; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or 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.

Building Brand Experiences

Building Brand Experiences

Author: Darren Coleman

Publisher: Kogan Page Publishers

Published: 2018-07-03

Total Pages: 297

ISBN-13: 0749481579

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Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance. Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competitive differentiation. Building Brand Experiences enables managers and executives to realize this and create tailored, relevant experiences that will appeal to consumers and drive brand performance. Practically structured around The Brand Experience Blueprint, Building Brand Experiences provides a step-by-step guide to the process of building effective brand experiences based on tried-and-tested tools, templates and informed research. Combining expert insight and real-world examples in an anecdotal and digestible way, Building Brand Experiences is the essential guide to crafting relevant experiences that consumers will love, to improve brand engagement and drive results.


Book Synopsis Building Brand Experiences by : Darren Coleman

Download or read book Building Brand Experiences written by Darren Coleman and published by Kogan Page Publishers. This book was released on 2018-07-03 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance. Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competitive differentiation. Building Brand Experiences enables managers and executives to realize this and create tailored, relevant experiences that will appeal to consumers and drive brand performance. Practically structured around The Brand Experience Blueprint, Building Brand Experiences provides a step-by-step guide to the process of building effective brand experiences based on tried-and-tested tools, templates and informed research. Combining expert insight and real-world examples in an anecdotal and digestible way, Building Brand Experiences is the essential guide to crafting relevant experiences that consumers will love, to improve brand engagement and drive results.

Brand Portfolio Strategy

Brand Portfolio Strategy

Author: David A. Aaker

Publisher: Free Press

Published: 2020-03-24

Total Pages: 368

ISBN-13: 1982146524

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In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.


Book Synopsis Brand Portfolio Strategy by : David A. Aaker

Download or read book Brand Portfolio Strategy written by David A. Aaker and published by Free Press. This book was released on 2020-03-24 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Three Threats to Brand Relevance

Three Threats to Brand Relevance

Author: David A. Aaker

Publisher: John Wiley & Sons

Published: 2013-04-03

Total Pages: 38

ISBN-13: 1118658027

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"Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened."—David Aaker From branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats Aaker reveals that the key to an organization's sustained growth is to learn what it takes to bring "big" innovation to market and create barriers to competitors. Aaker also shows how well-established companies can avoid becoming irrelevant in the face of the continuing parade of marketing dynamics led by others. Building on his full-length book Brand Relevance, Aaker offers a guide for confronting the three threats if they emerge and shows how to put in place the strategies that will keep the threats at bay. Threat #1: A decline in category or subcategory relevance. Customers simply no longer want to buy what you are making, despite the fact you are offering a quality product and some customers love it. Threat #2: The loss of energy relevance. Without energy the brand simply does not come to mind as other more visible brands and a decline in energy can create a perception that it is locked in the past, suitable for an older generation. Threat #3: The emergence of a "reason-not-to-buy." The brand may have a perceived quality problem or be associated with a firm policy that is not acceptable. Whether your brand is just breaking into the marketplace or has a long held place in the hearts of its consumers, any forward-thinking company can implement Aaker's proven methods and strategies as part of their organization's ongoing review of brand strategy with the help of this succinct and to-the-point resource. About the Jossey-Bass Short Format Series Written by thought leaders and experts in their fields, pieces in the Jossey-Bass Short Format Series provide busy, on-the-go professionals, managers and leaders around the world with must-have, just-in-time information in a concise and actionable format.


Book Synopsis Three Threats to Brand Relevance by : David A. Aaker

Download or read book Three Threats to Brand Relevance written by David A. Aaker and published by John Wiley & Sons. This book was released on 2013-04-03 with total page 38 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened."—David Aaker From branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats Aaker reveals that the key to an organization's sustained growth is to learn what it takes to bring "big" innovation to market and create barriers to competitors. Aaker also shows how well-established companies can avoid becoming irrelevant in the face of the continuing parade of marketing dynamics led by others. Building on his full-length book Brand Relevance, Aaker offers a guide for confronting the three threats if they emerge and shows how to put in place the strategies that will keep the threats at bay. Threat #1: A decline in category or subcategory relevance. Customers simply no longer want to buy what you are making, despite the fact you are offering a quality product and some customers love it. Threat #2: The loss of energy relevance. Without energy the brand simply does not come to mind as other more visible brands and a decline in energy can create a perception that it is locked in the past, suitable for an older generation. Threat #3: The emergence of a "reason-not-to-buy." The brand may have a perceived quality problem or be associated with a firm policy that is not acceptable. Whether your brand is just breaking into the marketplace or has a long held place in the hearts of its consumers, any forward-thinking company can implement Aaker's proven methods and strategies as part of their organization's ongoing review of brand strategy with the help of this succinct and to-the-point resource. About the Jossey-Bass Short Format Series Written by thought leaders and experts in their fields, pieces in the Jossey-Bass Short Format Series provide busy, on-the-go professionals, managers and leaders around the world with must-have, just-in-time information in a concise and actionable format.

Creating Your Library Brand

Creating Your Library Brand

Author: Elisabeth Doucett

Publisher: American Library Association

Published: 2008-05-12

Total Pages: 139

ISBN-13: 0838909620

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Branding is one part of the marketing process that focuses on developing a laser-clear message and the means to communicate that message to the intended audience. But as a library, where does branding fit?


Book Synopsis Creating Your Library Brand by : Elisabeth Doucett

Download or read book Creating Your Library Brand written by Elisabeth Doucett and published by American Library Association. This book was released on 2008-05-12 with total page 139 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding is one part of the marketing process that focuses on developing a laser-clear message and the means to communicate that message to the intended audience. But as a library, where does branding fit?

Aaker on Branding

Aaker on Branding

Author: David Aaker

Publisher: Morgan James Publishing

Published: 2014-07-15

Total Pages: 219

ISBN-13: 1614488320

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"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.


Book Synopsis Aaker on Branding by : David Aaker

Download or read book Aaker on Branding written by David Aaker and published by Morgan James Publishing. This book was released on 2014-07-15 with total page 219 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.

R.E.D. Marketing

R.E.D. Marketing

Author: Greg Creed

Publisher: HarperCollins Leadership

Published: 2021-06-08

Total Pages: 289

ISBN-13: 140022330X

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Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands. Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success. In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together, they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways: Relevance—Is it relevant to the marketplace? Ease—Is it easy to access and use? Distinction—Does it stand out from competition? By combining actual examples from Yum! and other recognizable brands of every size around the world with the latest findings in marketing, neuroscience, and behavioral economics, and the author’s own experience marketing three different brands across 120 countries, your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.


Book Synopsis R.E.D. Marketing by : Greg Creed

Download or read book R.E.D. Marketing written by Greg Creed and published by HarperCollins Leadership. This book was released on 2021-06-08 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands. Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success. In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together, they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways: Relevance—Is it relevant to the marketplace? Ease—Is it easy to access and use? Distinction—Does it stand out from competition? By combining actual examples from Yum! and other recognizable brands of every size around the world with the latest findings in marketing, neuroscience, and behavioral economics, and the author’s own experience marketing three different brands across 120 countries, your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.

Brand Clout

Brand Clout

Author: Dennis C. Flynn

Publisher: Cameo Publications

Published: 2005

Total Pages: 148

ISBN-13: 9780974414959

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A key question confronting marketers is: "What is the true value of my brand, and how can I manage my brand in order to get the greatest return on that value, to benefit my company and my stakeholders?" The fact is that in today's business environment, where confusion, chaos, and information-overload reign, and where complexity is the norm, your brand value may be your only lifeline to compete successfully. Now you can learn how to effectively manage your brand for long-term growth.


Book Synopsis Brand Clout by : Dennis C. Flynn

Download or read book Brand Clout written by Dennis C. Flynn and published by Cameo Publications. This book was released on 2005 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: A key question confronting marketers is: "What is the true value of my brand, and how can I manage my brand in order to get the greatest return on that value, to benefit my company and my stakeholders?" The fact is that in today's business environment, where confusion, chaos, and information-overload reign, and where complexity is the norm, your brand value may be your only lifeline to compete successfully. Now you can learn how to effectively manage your brand for long-term growth.

Brand Desire

Brand Desire

Author: Nicholas Ind

Publisher: Bloomsbury Publishing

Published: 2016-10-20

Total Pages: 256

ISBN-13: 147292536X

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Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as: · promoting a principles-driven organization that is grounded in its heritage and distinctive competences; · creating a supportive culture that encourages the active participation of people in brand development; · providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and · offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support. In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd – and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.


Book Synopsis Brand Desire by : Nicholas Ind

Download or read book Brand Desire written by Nicholas Ind and published by Bloomsbury Publishing. This book was released on 2016-10-20 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as: · promoting a principles-driven organization that is grounded in its heritage and distinctive competences; · creating a supportive culture that encourages the active participation of people in brand development; · providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and · offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support. In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd – and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.

Owning Game-Changing Subcategories

Owning Game-Changing Subcategories

Author: David Aaker

Publisher: Morgan James Publishing

Published: 2020-02-04

Total Pages: 234

ISBN-13: 1642798916

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Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital. Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events. Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with “my brand is better than your brand” marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to: develop new “must haves” that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base; become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and create barriers to competitors that could include “must-have” associations and a basis of relationships that go beyond functional benefits.


Book Synopsis Owning Game-Changing Subcategories by : David Aaker

Download or read book Owning Game-Changing Subcategories written by David Aaker and published by Morgan James Publishing. This book was released on 2020-02-04 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital. Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events. Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with “my brand is better than your brand” marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to: develop new “must haves” that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base; become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and create barriers to competitors that could include “must-have” associations and a basis of relationships that go beyond functional benefits.