Top Dog versus Underdog

or this blog task, you will review the video on the top 10 business rivalries and select one of the brand rivalries to discuss for your blog post, identifying the top dog and the underdog. I will look for originality.

First, read Chapters 3 and 15 in your text and watch the following videos:

What Is Demography?

Jamie Gutfreund: Realism and Idealism: Understanding Gen Z (Future of Storytelling 2015)

Top 10 Business Rivalries

Next, address the following in your blog post:

• What is the brand strategy being used by the top dog? What is the brand strategy being used by the underdog?
• How can the underdog improve its strategy so that it can gain more market share and surpass the top dog? Provide three recommendations.
• Why do you believe consumers prefer the top dog over the underdog? Which do you prefer, and why?

In your post, be sure to consider how branding, positioning, and other external factors such as visual elements influence consumer preferences for the top dog versus the underdog.

Answer preview

Introduction

            Top dog is the idiom used to refer to a leader usually in a competition while the underdog is less dominant compared to the top dog. In our case, we are comparing two big business rivalries, Microsoft and Apple. Apple being the current top dog while Microsoft is the underdog in technology. These two companies are successful though they continuously battle for higher market shares in the IT technology by using different strategies. However, when it comes to both companies, it may be difficult for some…

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