Problem:
Brand image is one way a firm can differentiate its good or service. However, many questions are now being raised about the effect brand images have on consumer behavior. For example, considerable concern has arisen about brand images that are managed by tobacco firms and their effect on teenage smoking habits. Should firms be concerned about how they form and use brand images? Why or why not?
Why would a firm regularly choose to be a second mover? Likewise, why would a firm purposefully be a late mover?