definitions of a market leader and a
challenger brand:
What is a Market Leader? Conventional wisdom says that the market leader is the brand that has the largest market
share in a specific category. A market leader often has a larger marketing and advertising budget than competitors,
and typically leads in market reach and coverage, promotional depth, and new product introductions. A market leader
can afford to invest in new technologies, systems and processes that fortify it against onslaughts by…
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