Question: Think about two brands that compete in the same category, such as , Coke and Pepsi or UPS and FedEx. Investigate which is the stronger

Think about two brands that compete in the same category, such as , Coke and Pepsi or UPS and FedEx. Investigate which is the stronger brand from a market share perspective. In your opinion, how much of the brand's dominance is derived from its identity and its image?

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