A serious threat facing most brands in dynamic markets is the loss of relevance because the category or subcategory they are serving is declining. Customers are no longer buying what the brand is perceived to make.
See on blogs.hbr.org
- Book review: David A Aaker’s Brand relevance (serve4impact.com)
- Brand Strategy For Startups (brandingstrategyinsider.com)
- Forget brand preference, go for brand relevance (winmesma.wordpress.com)
- Marketing Strategy: Channeling The Power Of Purpose (v3im.com)