Competition Branding

It interesting how some business focus their marketing strategy on the competition. Branding covers company image in the eye of the consumer and market (Clow & Baack, 2010). The company itself in some cases are not satisfied with the image of the product line or the business itself. Brand research is conducted on several platforms including social media, phone & Internet, mail surveys (Clow & Baack, 2010). I worked for a retail company for several years. This company prided itself in customer service, in contrast a close competitor enforced a minimum customer service policy. The competitor goal was to change the image of customer service in the mind of the customer, by saying customer service is a form of harassment. How do we define good wars when we are branding, and defining our product lines and companies? Reference Clow, K. E. & Baack, D. (2010). Marketing management: A customer oriented approach. California, CA: Sage Publication Inc.