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Brand Relevance: Making Competitors Irrelevant by David A. Aaker

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Chapter 1. WINNING THE BRAND RELEVANCE BATTLE

First they ignore you. Then they ridicule you. Then they fight you. Then you win.

Mahatma Gandhi

Don't manage, lead.

Jack Welch, former GE CEO and management guru

Brand relevance has the potential to both drive and explain market dynamics, the emergence and fading of categories and subcategories and the associated fortunes of brands connected to them. Brands that can create and manage new categories or subcategories making competitors irrelevant will prosper while others will be mired in debilitating marketplace battles or will be losing relevance and market position. The story of the Japanese beer industry and the U.S. computer industry illustrate.

The Japanese Beer Industry

For three and a half decades ...

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