Winning against a dominant brand

David Aaker
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David Aaker: Berkeley-Haas School of Business, USA

Journal of Brand Strategy, 2020, vol. 9, issue 2, 103-112

Abstract: The successful e-commerce-first brands competing against Amazon provide a road map for any firm going against a dominant player in any category. These brands engage in strategic jujitsu by exploiting Amazon’s vulnerabilities — an impersonal/functional image, being the everything store without in-depth credibility in anything, and often having the personality of a-powerful giant lacking humour or warmth. Strategies that work include developing credibility for their subcategory, a simpler choice set, a brand community, a higher purpose, a personal touch, being the feisty underdog, positioning to highlight advantages and expanding the distribution footprint by adding storefront synergies.

Keywords: underdog brands; e-commerce strategies; dominant brands (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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