How successful companies can keep their brands relevant Shows how to eliminate the competition and become the lead brand in your market. This book defines the concept of brand relevance using dozens of case studies - Prius, Whole Foods, Westin, iPad and more - and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Preface 1. Winning the Brand Relevance Battle. Cases. The Japanese Beer Industry. The U.S. Computer Industry. Gaining Brand Preference. The Brand Relevance Model. The New Brand Challenge. The First-Mover Advantage. The Payoff. Creating New Categories or Subcategories-Four Challenges. The Brand Relevance Model Versus Others. 2. Understanding Brand Relevance: Categorizing, Framing Consideration, and Measurement. Categorization. It's All About Framing. Consideration Set as a Screening Step. Measuring Relevance. 3. Changing the Retail Landscape. Cases. Muji. IKEA. Zara. H&M. Best Buy. Whole Foods Market. The Subway Story. Zappos. 4. Market Dynamics in the Automobile Industry. Cases. Toyota's Prius Hybrid. The Saturn Story. The Chrysler Minivan. Tata's Nano. Yugo. Enterprise Rent-A-Car. Zipcar. 5. The Food Industry Adapts. Cases. Nabisco Cookies. Dreyer's Slow Churned Ice Cream. P&G's Olestra. General Mills. Healthy Choice. Fighting the Fat Battle. From Fat to Health. 6. Finding New Concepts. Case. Apple. Concept Generation-Unmet Needs and Creativity. Sourcing Concepts-Fifteen Approaches. Prioritizing the Analysis. 7. Evaluation. Case. Segway's Human Transporter. Is There a Market-Is the Opportunity Real? Can We Compete and Win. Does the Offering Have Legs? Beyond Go or No-Go-A Portfolio of Concepts. 8. Defining the Category or Subcategory. Case. Salesforce.com. Defining a New Category or Subcategory. Functional Benefits Delivered by the Offering. Customer-Brand Relationship-Beyond the Offering. Categories and Subcategories: Complex and Dynamic. Managing the Category or Subcategory. 9. Creating Barriers: Sustaining the Differentiation. Case. Yamaha Disklavier. Creating Barriers to Competition. Investment Barriers. Owning a Compelling Benefit or Benefits. Relationships with Customers. 10. Maintaining Relevance in the Face of Market Dynamics. Case. Walmart Product Category or Subcategory Relevance. Energy Relevance. 11. Innovative Organization. Case. GE. Selective Opportunism. Dynamic Strategic Commitment. Organization-Wide Resource Allocation. Epilogue: The Yin and Yang of the Relevance Battle. Notes. Index.