It provides 360-degree intelligence about their product interests, category interests, brand interests and competitor loyalty.
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When digital photography arrived, Kodak had the marketing muscle and brand awareness to quash any competitor.
Competitor AIG witnessed brand erosion after seeking funds from the government, and saw its U.S. life insurance market share fall from 2% in 2008 to below 1.3% in 2010.
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The maker of Scotch-brand tape was sued by a competitor who accused 3M (nyse: MMM - news - people ) of using price rebates to break into the market for private-label tape.
Conversely, competitor Samsung is not so precious about its brand and has not only partnered in India but adopted a policy of aggressive localization in China.
In a bit of scrambling news, discovery retail operation Birchbox announced today that it has acquired Paris-based competitor JolieBox, establishing themselves as a global brand without missing a single day of business.
FORBES: Birchbox Goes Global, Acquires Paris-Based Copycat 'JolieBox'
With billions of dollars at stake and neither company certain how it might fare in court, a brand-name manufacturer might prefer to pay its potential competitor substantial compensation to delay its generic drug and the generic maker might welcome a hefty payoff rather than face the uncertainties of litigation and marketing.
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Building a brand of this scale can take decades, but occasionally a competitor like Snapple in the 1990s comes along and inflicts pain on inattentive incumbents.
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Not only does this substantially reduce the payout to your brand, but you also evenly divide your winnings with your strongest competitor.
Bigger companies that take too long to launch a new brand or product, and are out-innovated by a scrappy startup or hungrier competitor.
Analysts say that Google's brand is just too strong now and that it could take a long time for a competitor to make inroads--no matter how much better the technology is.
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