Winning the brand relevance battle
Understanding brand relevance: categorizing, framing, consideration, and measurement
Changing the retail landscape
Market dynamics in the automobile industry
The food industry adapts
Finding new concepts
Evaluation
Defining and managing the category or subcategory
Creating barriers: sustaining the differentiation
Gaining and maintaining relevance in the face of market dynamics
The innovative organization.
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Brand relevance : making competitors irrelevant by David A. Aaker. ISBN 9780470613580. Published by Jossey-Bass in 2011. Publication and catalogue information, links to buy online and reader comments.
