Sometimes a follower brand may mimic the appeal of the brand leader. This is done to attack the brand leader to reduce the potency of the competitor’s marketing communications. This known as copycat messaging 2.1 Required: Select a follower brand that has adopted this type of strategy. Indicate whether, in your opinion they were successful in reducing the potency of the competitor (leading brand). Motivate your reasoning

Sometimes a follower brand may mimic the appeal of the brand leader. This is done to attack the brand leader to reduce the potency of the competitor’s marketing communications. This known as copycat messaging 2.1 Required: Select a follower brand that has adopted this type of strategy. Indicate whether, in your opinion they were successful in reducing the potency of the competitor (leading brand). Motivate your reasoning

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter6: Target Markets: Segmentation And Evaluation

Section: Chapter Questions

Problem 1SC

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