Top Dog vs. Under Dog

• What is the brand strategy being used by the top dog? What is the brand strategy being used by the underdog?
  • Apples brand strategy has a few steps: one is their simple yet impressive logo- “Their logo has become synonymous with simplicity and class.”-https://simplified.com/blog/branding/apple-branding-strategy/ Apple prioritizes the consumer, it also prioritizes consumer loyalty. They are good at global but do little things to keep things local. I would consider Apple the Top dog and Microsoft the Under Dog. Microsoft, on the other hand, is “focused on providing high-quality products and services to its customers while using a variety of pricing, promotion, and distribution strategies to reach its target audience and drive sales.”-https://startuptalky.com/microsoft-marketing-strategies/#:~:text=Microsoft%27s%20marketing%20mix%20is%20focused,target%20audience%20and%20drive%20sales.
• How can the underdog improve its strategy so that it can gain more market share and surpass the top dog? Provide three recommendations.
  • Microsoft could stand to update their logo, even though it’s simple and recognizable we are in the day and age of the millennial. They like things to be updated and more of a cleaner look.
  • According to one article from 6 days ago, “Microsoft has more of what the market wants right now” so this should help them overtake Apple https://www.wionews.com/business-economy/microsoft-looks-to-overtake-apple-as-the-worlds-largest-stock-report-637757# So as far as products, Microsoft should continue to do what they’re doing.
  • I feel Microsoft is in the position to start to take over, I feel patience has been key for them thus far. I know for one thing; Apple fans are truly that loyal and annoying at trying to get others to make the switch. Maybe Microsoft should get behind creating more loyalty and then those loyal consumers can start to push their product for them like Apples has.
• Why do you believe consumers prefer the top dog over the underdog?Which do you prefer, and why?
  • Microsoft is a main competitor to apple because its operating system is installable on any PC or laptop and there is no hardware binding on the operating system which is a problem noticeable in Apple gadgets. https://startuptalky.com/apple-vs-microsoft-marketing-strategy/#:~:text=Microsoft%20is%20a%20main%20competitor,problem%20noticeable%20in%20Apple%20gadgets. That being said, Im having this particular issue at current. I for one am not a loyal Apple fan. I have a Droid phone and will never have an Apple phone again. For them everything is an up-charge and their updates seem constant and then it doesn’t work afterwards. Now Im having issues because I have a Mac so in my opinion Microsoft is better. I definitely like Apples look over Microsoft so esthetically Apple is superior but I think that’s the only place its superior.