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...