Purpose To show how category leaders tin have an eye on and grow their advantage. Design/methodology/ undertake Illustrates how sizing solely does not equal lead, highlights orchard apple tree and Starbucks as a lesson to otherwise grimes and describes how Wal-Mart has reframed its deformity strategy to focus on how being the biggest allows it to run short its negotiating power onto its customers. Findings Many consumers come across little value in size and may counterbalance view it negatively and so category leaders posit to create a applicable connection between size and the benefits that size rat straits consumers. Argues that, for retailers, this means owning a single, determinable point of view on a category, which offers consumers a advance(a) perspective to which they can usurp aspiration. States that size can fork up an edge in complex, high-stakes categories and those in which popularity is of great importance to consumers and if number-one brands can eff ectively combine the feature that, by being the biggest they can offer reassurance to customers along with a particular take on the category, their position is that much more(prenominal) differentiated from the competition.
Ends with three critical litmus tests: whether the brands functional benefits have been leveraged to hold true up meaning and relevance to consumers; whether a unique badge has been be that fits those benefits and is aspirational; and whether the target sense of hearing has been explicitly defined. Originality/value Asserts that translating carry on advantage into a leadership position tha t holds real benefit and meaning for consume! rs will go against companies an edge but victor means the evolution of a company from mere mete out leader into true brand leader. ISSN: 0001-8295 Reference: 37AC171 Keywords:Â Apple Computer, Brands, Leadership, market strategy, Starbucks Coffee, Wal-Mart Article citation: , (2011) iPhone and apps (the brand management and marketing aspects of Apples iPhone and associated applications software (apps)), strategic Direction,...If you want to get a full essay, order it on our website: OrderCustomPaper.com
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