In competitor$-$based positioning, what is the primary challenge companies face when positioning themselves as superior

alternatives to established brands?

Overcoming entrenched brand loyalty and customer inertia requires a significant investment in differentiated marketing.

Positioning as superior often leads to unclear messaging and customer confusion.

Direct comparisons increase the likelihood of price wars, which reduce long$-$term profitability.

Competitor$-$based positioning only works in markets where there are few dominant players.