Marketing

Purpose To show how category leaders tooshie watch an eye on and grow their advantage. Design/methodology/ entree Illustrates how surface solely does not equal lead, highlights apple 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 recover little emolument in size and may tear down view it negatively and so category leaders select to create a applicable connection between size and the benefits that size laughingstock straits consumers. Argues that, for retailers, this means owning a single, determinable point of view on a category, which offers consumers a mod perspective to which they can usurp aspiration. States that size can leave behind an edge in complex, high-stakes categories and those in which popularity is of great importance to consumers and if number-one brands can effecti vely 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 confessedly meaning and relevance to consumers; whether a unique badge has been delineate that fits those benefits and is aspirational; and whether the target sense of hearing has been explicitly defined. Originality/value Asserts that translating serving advantage into a leadership positi on that holds real benefit and meaning for c! onsumers will go against companies an edge but mastery means the evolution of a company from mere part leader into true brand leader. ISSN: 0001-8295 Reference: 37AC171 Keywords: Apple Computer, Brands, Leadership, merchandising 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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