The branding expert, David Aaker, reveals how to eliminate competition and become the dominant brand in your market. This innovative book defines the concept of brand significance, using dozens of case studies such as those of Prius, Whole Foods, Westin, iPad, and others, and explains how brand significance affects market dynamics, creating opportunities for your brand and threats to the competition. Aaker reveals how these companies have made other brands in their category irrelevant.

Main points:

• When managing a new product category, treat it as a brand.
• If you don't produce what customers want or lose momentum and visibility, your brand becomes irrelevant.
• Create barriers for competitors by supporting innovation at every level of the organization.

This book offers valuable insights for creating or dominating a new business arena. Rather than being the best, the goal is to be the only brand around, making your competitors irrelevant.

Pages: 400, Year of Publication: 0104, Dimensions: 16x16cm