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brand wars are fierce and structured competition (strategic or military marketing techniques are employed), between brands i believe red bull and other brands,cocca colla and pepsi, dubai vs. abu dhabi....etc.brands are not only products they can be two famous candidates running for presidency,...etc.
Brand wars is when two (or more) companies are after the same market and competing on the same market share.
One example from the top of my head is Samsung vs. Apple; for quite some time Apple was the only participant in a race to the highest market share in the smartphones industry and then Android came into the picture and Samsung jumped into the opportunity by utilizing Android and taking it to it's limits, with a very strong vision and a very smart strategy they started flooding the market with affordable smartphones -which didn't really exist at the time- and their name started to clime up in the industry and eventually leading the market.... Now Apple didn't like that very much because they were losing consumers and profits so they started hitting Android as hard as they could. They still are actually.
"The consumer holds the brand, not you," said Tracey Riese, an amateur military historian who is president of brand strategy firm T.G. Riese and Associates. For a war against Iraq, many people are not buying the brand, she said.
"It's not a question of what you call it. Thinking of something snappy to call the War of1812 would not have rallied people to the cause." The problem for the administration of James Madison was that it was unable to create a sufficiently meaningful purpose for the war in the minds of many Americans.
· Brand wars happen between brands of the same or similar product.
· They happen on the basis of brand positioning.
· And brand positioning depend upon points of parity and points of difference.
· Points of parity are used by a new brand to tell its customers that they do the best practice.
· Points of difference are used to tell its audience how is it different from other brands.
Case study-VISAs point of difference-Most widely available card
Amex point of difference-Value of the brand , not offered to everyone.
While Visa sells on reliability AMEX sells on being an exclusive brand not available to everyone.
The BMW brand in US projects itself as a Luxury performance car, that feels like Cadillac but drives like a Ferrari.
The TATA NANO brand projects itself to be a peoples car. The Maruti /Suzuki Alto gives mileage figures in ads saying that it is even better . And it has got style and speed.
Brand wars is reffered to two or more rivalry between brands in a certain market. (As it implies).
I would say the oldest brand war would be Pepsi vs Coke. However today, maybe the fiercest rivalry is between Microsoft and Apple.
Brand wars aim to achieve and maintain customer loyalty. A recent popular example is wars taking place in the media where each one is trying to grap the viewers attention.
Brand war is hitting the competition directly for each and evey move they make. One of the famous Brand war that comes to my mind was the Billboard war of2 german luxury automotive giants BMW Vs Audi. The War was so intense that all the Roadside billboards in that particular road got used and one of the Company did not have space to reply back to the competition.
In this particular instance of brand wars, both BMW and Audi went to their loyalists to feed in with ideas to reply back the competition. It created an interactive environment of Brands with their loyalists and made them feel the brand as their own and they had that responsibility to defend its Image.
