Page 18 - Branding Yourself and Your Business

14 ROBERT DRAKES

much with them, do not try to diversify your brand to counter act their
coming into your territory. Continue with what has worked for you and
promote the category over your brand. By being first into the category,
your brand will remain to be seen as the most knowledge-able, with the
best quality and your brand will dominate the market-place. Go back to
the example of the iPad, while other companies have entered the
category, iPad is the clear leader and more consumers choose to
purchase them over their nearest competitors.