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Brand Relevance:Business Strategies for Winning without a Fight
Special Seminar by Dr. David A. Aaker
Leading brand theorist’s ultimate brand strategy...avoiding unnecessary contests?
Dr. David Allen Aaker is a world-renowned brand theorist. In his latest enthusiastically received book, Brand Relevance—Making Competitors Irrelevant, published in January 2011, Dr. Aaker puts forth his “brand relevance strategy”—in which he holds that the way to win in today’s rapidly changing markets is through overwhelmingly superior branding to make competitors give up the fight, because anything else will simply be a war of attrition.
The Japanese translation of the book will be published in November by Nikkei Publishing Inc., and, to mark the occasion, Dr. Aaker will hold a seminar explaining brand relevance on Thursday, November 17. Satoshi Akutsu, professor at the graduate school of Hitotsubashi University, will offer comments on how to make brands relevant in Japan. This seminar will be held with the cooperation of NARI.
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| Date and Time | November 17, 2011 2:00–5:00 p.m. |
| Venue | Dentsu Hall 1-8-1 Higashi-Shimbashi, Minato-ku, Tokyo |
| Program | 2:00–2:15 p.m. Introduction of the Lecturer Koichi Okada, Chief Consultant and Manager of the Brand Creation Center, Strategic Planning Division, Dentsu Inc. 2:15–3:35 p.m. Lecture 1: Brand Relevance Dr. David A. Aaker, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu Inc. 3:35–3:45 p.m. Break 3:45–4:15 p.m. Lecture 2: Brand Relevance and Japanese Companies Satoshi Akutsu, Professor, Graduate School of International Corporate Strategy, Hitotsubashi University 4:15–5:00 p.m. Dialogue between Dr. David A. Aaker and Prof. Satoshi Akutsu: How to Make Brands Relevant |