Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking 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. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

This text explores the natural history of Texas and more than 2900 springs in 183 Texas counties. It also includes an in-depth discussion of the general characteristics of springs - their physical and prehistoric settings, their historical significance, and their associated flora and fauna.

Up-to-date information, knowledge and research in progress in scientific fields related to natural production of juvenile Atlantic salmon and some other ecologically similar fluvial salmonids is contained in the 25 papers and 12 abstracts contained in this publication, which were prepared for an international symposium held in St. John's, Newfoundland. Studies relate to stream ecology, invertebrates and predators, habitat improvement, competitive effects, behaviour and dispersal, habitat and production of juvenile salmon, population dynamics and relationships of juvenile salmon estimates to smolt yields. A list of participants at the conference is also provided.