MHO: How to attack competitor’s brand equity?

How to attack competitor’s brand equity?

Should we or should we not attack competitors’ strongest element of their equity? Once, the well known business man said, ‘we should attack competitor’s strongest element of their equity, and leverage on the weakest element of their equity’. I totally disagree; I would deem such suggestion as full of stupidity, because none would want to compete head on with competitor’s strongest. The correct strategy should aim to attack competitors’ weakest and neutralize competitors’ strongest.

Attacked the weak point:

A brand should aim to attack competitors’ weak point, and create a new market opportunity by triggering massive switching from competitors brand. of those users, who are already frustrated or disappointed with competitors’ weak point.

Neutralize the strong point:

Attacking the strong point will drain your resources in the organization because you are going head-on with what competitors’ do best in the market. Competitors will act tough to defend their position; it means you have to spend more to attack. The right strategy should be “neutralized”, It means, do your best to improve that particular point, not to match competitors but to the level that satisfy the end users, and not out perform. Often, company will adopt a ‘me-too’ strategy but remain true, and consistent to their fundamental brand positioning. For instance, I am the most affordable brand in the market, yet I also give you the quality, versus competitors, who may be the most expensive brand in the market, with the best quality. Both also speak of quality, but one is giving you what you need, the other is giving you the best.