Deliverable Length: 300–500 words
Primary Response: Within the Discussion Board area, write 300–500 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.
For this Discussion Board, please complete the following:
Is your favorite brand a leader or follower? The position of a brand as a leader or a follower in the marketplace is often in the “perception of the customer.” In other words, perception is often everything. Perceptions are enhanced by advertising and public relations.
Customers and the public customize and create their ideas about brands in any industry based on their likes, dislikes, and lifestyle preferences and whether or not the brand is considered number one in its industry category. These perceptions are important to a brand, no matter what is its position or place in the market. Marketers use these customer and public perceptions with a tool called a perceptual map. Find out more here about a perceptual map.
(“Example Perceptual Map Template,” n.d.) (attached to the assignment)
A brand leader is well-known and a “go-to” brand. Think: Crest. Toyota. Starbucks. A brand follower is one that enters the marketplace later, might be second in the industry, or is not as well-known as the industry leader. Sometimes, a secondary brand is less expensive than a more well-known primary or leading brand. Think: Colgate. Nissan. Dunkin.
Choose your favorite brand, and then answer the following questions:
- Is the brand a leader or a follower?
- As a customer, what factors do you assess to determine whether the brand is a leader or a follower?
- What is the difference between the advertising or publicizing that a brand leader does in comparison to what a brand follower does in the marketplace to present itself to customers?