6 Questions
What action did Boston Market take after changing its name?
Added turkey, meatloaf, and ham to the menu
What is the maximum market share a leading brand can have?
50%
What does the text suggest a leader should fight instead of competitive brands?
Competitive categories
How can the rise of competitive brands benefit a category pioneer according to the text?
Stimulate consumer interest in the category
What was one of Polaroid's biggest mistakes as per the text?
Forcing Kodak out of the instant-photography market
How did Greyhound position itself as a category leader according to the text?
'Take the bus and leave the driving to us.'
Test your knowledge on the differences between brand building and brand maintenance in marketing. Learn about the importance of understanding consumers and creating powerful creative work for successful brand building.
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