The Feldwick Factor: Brand leader defenders

The brand manager at a food company asks: 'What examples are there of a brand leader in a category successfully defending itself against a major branded competitive launch?' Feldwick says it is harder to find a brand leader that hasn't successfully defended itself.

The Feldwick Factor: Brand leader defenders

Paul Feldwick

What examples are there of a brand leader in a category successfully defending itself against a major branded competitive launch?

Brand manager, food company

What examples? How about PG Tips, Nike, Whiskas, O2, Hellmann's, Heinz Ketchup, Nescafe, Coca-Cola... Actually I find it harder, off the top of my head, to think of examples of brand leaders who failed to defend themselves successfully. But this is like the dog that didn't bark in the night. We don't pay enough attention to the extreme stability of strongly branded markets -...

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