IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2020v9i2p103-112.html
   My bibliography  Save this article

Winning against a dominant brand

Author

Listed:
  • Aaker, David

    (Berkeley-Haas School of Business, USA)

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.

Suggested Citation

  • Aaker, David, 2020. "Winning against a dominant brand," Journal of Brand Strategy, Henry Stewart Publications, vol. 9(2), pages 103-112, September.
    • Handle: RePEc:aza:jbs000:y:2020:v:9:i:2:p:103-112
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/5762/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/5762/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wallach, Karen Anne & Popovich, Deidre, 2023. "When Big Is Less than Small: Why dominant brands lack authenticity in their sustainability initiatives," Journal of Business Research, Elsevier, vol. 158(C).

    More about this item

    Keywords

    underdog brands; e-commerce strategies; dominant brands;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2020:v:9:i:2:p:103-112. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.