Universal Studios not content to park at No. 2.

From: Daily Variety | Date: May 9, 2006| Author: Bing, Jonathan | Copyright information

Pepsi, Burger King and AVIS--in advertising lingo, these are known as challenger brands: They lag behind market leaders Coke, McDonald's and Hertz, but each has made a virtue of being No. 2. For years, the slogan at Avis was "We try harder!"

Such modesty might seem a smart advertising gambit for Universal Studios Hollywood, which has long been Southern California's second most popular theme park. Universal Hollywood attracted 4.7 million visitors in 2005, a 3.6% drop fro...

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