Forget brand preference, go for brand relevance

David Aaker

This article examines the assumptions and resources required for two alternative growth strategies: concentrating on getting the brand preferred over competitors versus the more productive strategy of developing categories or sub-categories relevant to specific groups of customers.

Forget brand preference, go for brand relevance

David AakerProphet

Brand expert David Aaker examines the assumptions and resources required for two alternative growth strategies: concentrating on getting the brand preferred over competitors vs the more productive strategy of developing categories or sub-categories relevant to specific groups of customers.

In a competitive market, it's essential to find the best way to stand out from the crowd

The most commonly used route to winning, what I term brand preference competition, concentrates on making a brand preferred over other brands in an established category or subcategory. It is a tough road. The...

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