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Aaker David A. (University Of California Berkeley Ca) - Brand Relevance Making Competitors Irrelevant - Hardcover Military Engineering Title: Christmas At Union SquareBinding: Hardcover Description: 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 i Pad and more and explains how brand relevance drives market dynamics which generates opportunities for your brand and threats for the competition. Title: Brand Relevance Making Competitors Irrelevant Author(s): Aaker David A. (University