New York Time October 7, 2013

Brand Positioning is where a company is ranked in their market. Boeing recently lost a large part of their market to one of their very close competitors, Airbus. This situation for Japan Airlines choosing Airbus now instead of Boeing is proof that a leader in the market can be passed. The Brand Position theory states that the leaders of a market have the best advantage. Boeing had been having troubles with some of their models and during this time Airbus swooped in and effectively proved their points of difference.

Japan Airlines decided to go with Airbus because of their points of difference during a time where Boeing was having difficulties with their models. This proves that leaders in the market can be passed.