David Aaker, marketing expert and well-known author, presented his newest book on Brand Relevance “Markenrelevanz – Erfolgreich Wettbewerber ausschalten” at this year’s Marken Award in Düsseldof, Germany.
(Picture: David Aaker with Waldemar Pförtsch at the book-signing event in Düsseldorf)
The German translation of “Brand Relevance – Making Competitors irrelevant” published in 2011, presents the topic of Brand Relevance for the success of brands in today’s marketplace, with a general focus on Europe. The book gives a compact overview with many case studies to illustrate the findings.
Brand Relevance refers to the art of keeping one’s brand relevant in the minds of consumers by creating innovative brand categories or subcategories, for which the competitors are hardly or not at all relevant, thereby creating features which turn into a “must-have” for consumers (Aaker 2011).
For more information, please visit the Prophet website (in German language)