It's interesting to explore the psychology behind positioning a brand as the best in its category.
Brands have a wide variety of options to choose from in their marketing messages. Perhaps they could focus on their better prices, the products benefits or overall why they are the better brand.
Although recently it appears brands have favoured questionable approaches to appearing as the beast, namely slamming competitors in hopes that by putting a competitor down they will appear superior. However this often seems to have adverse effects in the consumers eyes. If a company can make their brand appear best, by having fictional characters risk health and good relations just because they value the brand so much, then consumers may follow suit.
Read more here: http://onlinebrands.co.nz/2014/09/08/position-brand-best/
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