You can also claim leadership in a particular time period.The time period you use is entirely up to you. Pick something that would naturally show your brand off in a good light Let’s say you are No 1 in 2007. Use that in all your advertising campaigns in early 2008 to give your brand a boost.A competitor might have overtaken you as the best-selling brand in your category for 2007, but you are still ahead of everyone else when the sales figures for the three years are added up.
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Time Leadership – Brand Building/ Brand Differentiating Strategy