Any brand strives to be the first in its segment, even if it is not directly stated. Not every company manages to achieve this goal, but everyone has a goal. Healthy competition helps to achieve it. And even with oneself. This is expressed in the desire to become better every day.
This is the path chosen by Gillette. It seems to ignore its direct competitors, competing only with its past achievements. Each new razor model has a larger number of blades, better sharpening, longer service life, more efficient floating heads, etc. Of course, there are razors from Bic and Philips on this market. However, consumers more often choose Gillette.
Leader's Strategy in the Race to the Top
This strategy has only one serious drawback - significant expenses on media advertising. The target audience will have to be constantly convinced that the promoted product is only getting better from time to time.
By HR brand
Human resources in the current paytm database information age have become truly valuable regardless of the field of activity. But the HR sector has acquired the greatest importance in the gaming industry, as well as in the fields of information and financial technologies. This is associated with the increased interest of companies in the development and promotion of these brands.
There are many examples of using this strategy. It is enough to mention such an IT giant as Google . Let's add here the gaming company Wargaming and the Russian national corporation Rosatom . The latter has been successfully developing its own HR brand for quite some time now.
Companies focused on positioning by human resources are united by the desire not only to improve economic and social conditions, but also to inform the audience as much as possible about their uniqueness (availability of voluntary health insurance, the opportunity to test the product for free, etc.).
By user service
Modern companies are interested not only in selling a product or service, but also in providing better service than competitors, which is presented as an obvious advantage. Impeccable quality of service can be expressed in the speed of providing spare parts for agricultural machinery, timely and complete technical support for bank clients, the fastest possible delivery of mail or cargo transportation.
Companies that position themselves in terms of service become successful only if they create continuous connections with their target audience throughout the entire post-sales interaction with customers.
It is very easy to make a mistake in this matter. For example, a purely formal approa