Page 24 - Branding Yourself and Your Business
P. 24
20 ROBERT DRAKES
which consumers will find confusing and sales will actually
decrease across the whole category. This is why it is good to
have a few select competitors in the same category as your
brand, to ensure that the marketplace will thrive. Do not forget
that it behooves your brand to be the first in the category so your
brand will be seen as the leader. That way you will be able to
maintain your dominance in the cate-gory and you will be
receiving help to stay the leader because of the competition.
