Brand Relevance

What is Brand Relevance?

Read this definition by David Aaker, brand expert, before you proceed to the related posts below:

To be relevant to a category or subcategory a brand needs to have the credibility and visibility to be considered. In brand relevance competition the goal is to develop offerings so innovative that competitors are simply not relevant. In contrast, brand preference competition, where the goal is to be superior to other brands in an established category, is a context in which there is ongoing pressure on margins and profits.

Global brands need to set website goals differently

Global brands need to set website goals differently

Global brands need to review and revise their website goals and nuance their websites better if they aim to stay relevant geographically. This is irrespective of whether the brands going global are small brands with a single website, or are large brands with a complex web of individual sites for their many products and worldwide business units. … [Read more...]

David Aaker on Brand Relevance (video)

David Aaker on Brand Relevance (video)

David Aaker, the branding guru, talks of how to eliminate the competition and become the lead brand in your market. He reveals how some companies have made other brands in their categories irrelevant. … [Read more...]