Time Leadership – Brand Building/ Brand Differentiating Strategy
You can also claim leadership in a particular time period.The time period you use is entirely up to you. Pick something that would naturally show your brand off in a good light Let’s say you are No 1 in 2007. Use that in all your advertising campaigns in early 2008 to give your brand a boost.
Perhaps you have chalked up the most sales, overall, in your category for the three years from 2005 to 2007 A competitor might have overtaken you as the best-selling brand in your category for 2007, but you are still ahead of everyone else when the sales figures for the three years are added up. You can claim to be the best-selling brand overall for 2005 to 2007. The time period that you choose is up to you. It could be the first half of the year. It could be the last quarter. It could be the last five years. It could be the last seven years.
For example the Toyota Corolla is the best-selling car of all time. Over 30 million units have been sold since its launch in 1966. This gives Toyota a powerful sales leadership differentiator in every market that it competes in, It can claim sales leadership even in markets where it does not enjoy sales leadership. For example, in Malaysia, the best-selling car is now the Perodua Myvi. In UK, the best-seller has traditionally been the Ford Focus. But Toyota can still claim sales leadership in these markets by saying. “Toyota Corolla. The No. 1 Selling Car Of All Time.” Even if the Corolla loses its status of best-seller in a particular year, it can still claim sales leadership. It depends on how you define sales leadership.
The art and science of differentiation is to create an unfair advantage for your brand. Go ahead and do it. If you do not, someone else will. Why should you let your competitors get an upper hand?
Brand Dell – Catagory Sales leadership Example