For real brand value to be created, consumers must be convinced that there are meaningful similarities among brands in a category.

Question

Quizplus · Accepted Answer

For real brand value to be created, consumers must perceive meaningful differences among brands in a category, not similarities. If all the brands in a category seem essentially the same, consumers will have no real reason to choose one over the others, and the brands will lack real value. Differentiation is key to brand value.

For Real Brand Value to Be Created, Consumers Must Be