{"id":2300,"date":"2023-02-18T06:43:39","date_gmt":"2023-02-18T06:43:39","guid":{"rendered":"https:\/\/www.goodacademic.com\/blog\/questions\/mgmt91\/"},"modified":"2023-02-18T07:35:00","modified_gmt":"2023-02-18T07:35:00","slug":"marketing-brand-to-positions","status":"publish","type":"questions","link":"https:\/\/www.goodacademic.com\/blog\/questions\/marketing-brand-to-positions\/","title":{"rendered":"marketing-brand-to-positions"},"content":{"rendered":"<p><a href=\"https:\/\/www.dollarshaveclub.com\/\" target=\"_blank\" rel=\"nofollow noopener\">Dollar Shave Club<\/a> made inroads in the men&#8217;s shaving products category by positioning itself as a less expensive (but comparable quality) alternative to the market leader, Gillette. In addition, Dollar Shave Club&#8217;s quirky advertisements created contrast between the brand and the older, stodgy Gillette brand. For more on Dollar Shave Club, read <a href=\"https:\/\/elearn.mtsu.edu\/d2l\/common\/dialogs\/quickLink\/quickLink.d2l?ou=9106295&amp;type=content&amp;rcode=TBR-41205951\" target=\"_blank\" rel=\"nofollow noopener\">&#8220;How Dollar Shave Club&#8217;s Founder Built a $1 Billion Company That Changed the Industry.&#8221;<\/a><\/p>\n<ul>\n<li>What market situations are ideal for a brand to position itself by attempting to reposition competition?<\/li>\n<li>Identify a category that has an established leader that could be vulnerable if a competing brand repositioned the leader as inferior in some way. Why is this brand vulnerable to being repositioned?<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Dollar Shave Club made inroads in the men&#8217;s shaving products category by positioning itself as a less expensive (but comparable quality) alternative to the market leader, Gillette. In addition, Dollar Shave Club&#8217;s quirky advertisements created contrast between the brand and the older, stodgy Gillette brand. For more on Dollar Shave Club, read &#8220;How Dollar Shave [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":[],"disciplines":[239],"paper_types":[],"tagged":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/questions\/2300"}],"collection":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/questions"}],"about":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/types\/questions"}],"author":[{"embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/comments?post=2300"}],"version-history":[{"count":2,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/questions\/2300\/revisions"}],"predecessor-version":[{"id":2336,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/questions\/2300\/revisions\/2336"}],"wp:attachment":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/media?parent=2300"}],"wp:term":[{"taxonomy":"disciplines","embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/disciplines?post=2300"},{"taxonomy":"paper_types","embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/paper_types?post=2300"},{"taxonomy":"tagged","embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/tagged?post=2300"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}