The brand strategy being used by Marvel (which I think is the top dog in this comparison) is building hype to excite loyal fans and actively listening to what they want. According to The American Marketing Association “60% of people believe the opinions they express in surveys about brands or companies will improve their experiences with these organizations” (Courtright, 2019).

In Under Armour’s Willful Digital Moves, the market segments that were identified were gender and occupation. Under Armour wanted to not just target women, but also female athletes in their marketing campaign.