Kim's Cookies: Finding brand relevance in the cookie market

Brand relevance theory by David Aaker (2011) was used to set up a cookie brand called Kim’s Cookies. The main objective for this cookie brand is to challenge the rigid market that is dominated by the big brands, by starting a new category. According to Aaker (2011), brands can reach relevance by following 4 steps: (1) create a new category, (2)...