Kirin, Asahi, Apple and Walmart - why brand relevance explains market movements

Joseph Clift

A discussion of the concept of brand relevance, as explained by David Aaker, author of Brand Relevance: Making Competitors Irrelevant.

Kirin, Asahi, Apple and Walmart - why brand relevance explains market movements

Joseph Clift

Some brands make it big; most do not.

But why are certain brands successful in the first place? And why does a still-smaller group of brands remain popular over the long term? It seems as if every marketing expert has their own theory on these crucial questions. One of the more compelling recent examples is that of "brand relevance", as discussed by US academic David A. Aaker in his 2010 book Brand Relevance: Making Competitors Irrelevant.

Aaker, also vice president at consultancy Prophet Brand Strategy...

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