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ROUTES TO COMPETITIVE SUCCESS (Brand Relevance (Succes occurs when other…
ROUTES TO COMPETITIVE SUCCESS
Innovation
Incremental
Noticeable impact
Susbtantial
New category or subcategory
The first-mover advantage
Trend drivers
Transformational
Game changer
Brand Preference
Innovate to make the brand more attractive or reliable
Continous improvement
Select category or subcategory
Brand Relevance
Succes occurs when other brands are not considered.
Select category or subcategory
User selects what category or sucategory to buy
User determines what brads to consider
User picks one brand
Person uses the product
Creating a category or subcategory
Concept generation
Concept evaluation
Defining and managing
Creating barriers to competition