IN THIS SUMMARY
In today’s global market, rapidly changing competitive conditions are a way of life for companies. One way that businesses can win in this environment is through brand relevance. In Brand Relevance, David A. Aaker explains how companies can control change in the marketplace by innovating and creating new product categories and subcategories. Over time, product categories and subcategories emerge and also fade into obscurity. Aaker suggests that the concept of brand relevance is one way to explain these market dynamics. Companies can gain brand relevance by creating new product categories and subcategories which make competitors irrelevant. A new category exists when a new value proposition is created, resulting in a loyal customer base, a new competitor set, and a new set of competitive barriers. Transformational innovation is one way to generate brand relevance.