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Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
By: Adam MorganeBook Publisher: John Wiley & Sons
Imprint: John Wiley & Sons
Format: ePub Encrypted (DRM)
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EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded
The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead.
It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.
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| Title of Business & Economics eBook: Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders | |
| Release Date: 04-08-2009 | |
| Publisher: John Wiley & Sons |
This eBook download is available in the following formats:
| Parent title | Eating the Big Fish: How Challenger... |
|---|---|
| Encrypted (DRM) | Yes |
| SKU | 9780470409978 |
| File size | 2886 |
| Security | n/a |
| Printing | Not allowed |
| Copying | Not allowed |
| Read aloud | No Sys requirements Download reader |
| Devices | Samsung Tablet, Apple Ipad & Iphone, Barnes & Noble Nook, Kobo eReader, Aluratek Libre, Iliad, Nokia, Blackberry, Hanlin |
| Note | Excellent navigation features are available via Adobe such as bookmarks and a quick access table of contents. Text search is easily accessible. An Adobe DRM-protected file is different than a pdf file in that it uses Adobe DRM (Digital Rights Management) technology, which authors and publishers use to protect their content from illegal online distribution and to set certain privileges such as restrictions on copying and printing. |
Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
Chapter One
THE LAW OF INCREASING RETURNS
At one level, we know all about the benefits for a Market Leader of critical mass-the advantages at consumer, company, and competitive levels the Brand Leader enjoys over every other player in the game due to their size advantage. And these are of course enviable advantages: Who would not want the distribution power of Anheuser-Busch over the trade, or the ubiquitous consumer visibility of Coca-Cola, or the research and development resources of Procter & Gamble?
But this is not the key point we are going to recognize here. Nor is the preference given to the social acceptability of the brand leader by the uncertain consumer (whatever Wilt Chamberlain thinks); nor indeed the formidable trust and reassurance it enjoys; nor yet the power of its monstrous marketing budget relative to ours. These are odds we know and understand. These all merely lead us as Challengers to talk generally about "trying harder" and "differentiating in our advertising," and "focus." Everything we are already trying at the moment.
What we are going to look at first is how, even knowing all this, we are still underestimating the difficulty of the situation facing us: The true dynamic is actually worse than this. For it is not just that Brand Leaders are bigger and enjoy proportionately greater benefits: The evidence we are going to consider suggests that the superiority of their advantage increases almost exponentially the larger they get.
THE LAW OF INCREASING RETURNS
The simplest illustration is that of the relationship between share of voice and share of market. We all know, from theory an
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