title: Leaders lead and followers follow. Effective branding strategies depend on relative position in the marketplace.
authors.forename: S
authors.initials: S
authors.lastname: Steiber
authors.forename: D
authors.initials: D
authors.lastname: Thome
mesh_terms: D004465:Economic Competition; D007857:Leadership; D008389:Marketing of Health Services; D009275:Names; D011641:Public Relations; D017749:Total Quality Management; D014481:United States