The two brands I chose was Microsoft and Apple. I believe in the case of these two brand, Apple would be considered the top dog. For the top dog, Apple, they are using the brand strategy of catering to the consumer and their needs. Their phones and laptops are made for specific reasons and depending on those reasons; consumers can select which product would suit those best. Apple is tailoring their brand to make it fit the needs of the buyer. The Apple products are also uniformed and put together so there is no individuality. Apple also focuses on quality and branding to help them become the top dog. The underdog, Microsoft, is using the strategy of being very common. Microsoft places themselves for “everyday people” with simple needs of needing tablets, computers, apps, etc. Microsoft also focuses on marketing for the business-to-business consumers because their technology is used for multiple different reasons.
Microsoft can help surpass the top dog, Apple, by encouraging customers to try both Apple and Microsoft in a blind test and see which product best fits the customer’s needs. This will, “disrupt the status quo” (Cline, 2020) and bring more the underdog a change to be tried. Another recommendation is for the underdog to encourage, “…consumers to challenge their current beliefs can also be helpful to underdog brands.” (Cline, 2020) This will help the underdog brand because even though a person might think they are brand loyal, the underdog brand might be an alternative bought instead. The last recommendation is the use of, “unusual distribution channels” (Cline, 2020) like home parties and, “unusual educational approaches” like cooking classes can also help mess up the status quo and bring more awareness to the underdog.
I believe consumers prefer the top dog, Apple, to the underdog, Microsoft, because of brand loyalty. I believe Apple has a stance in the customers mind that it is the first thought they think of when in need of a certain technological product. They also might have a confirmation bias where they have no heard anything bad or discouraging about an Apple product so they continue to purchase because of that. People also might chose Apple because they are more comfortable with the products. Customers might be more aware of how to maintain and fix Apple products over Microsoft products.