Article1997

Differentiation or Salience

Andrew S. C. Ehrenberg · Neil R. Barnard · John G. Scriven

153 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

Competitive brands seldom differ in any big way from each other. This is because any innovation with selling power tends to be quickly copied. Nor does the brands’ advertising generally give very different images or values to functionally similar brands, despite what tends to be said about this.Why then do similar brands have very different market shares? It is due to the very different numbers of people to whom each brand is “salient,” i.e., who feel positive about it. This can be developed, maintained, and/or nudged by advertising.

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References

1985Competitive Advantage: Creating and Sustaining Superior Performance 1985Competitive advantage, creating and sustaining superior performance 1983A Logit Model of Brand Choice Calibrated on Scanner Data 1993Pioneer Advantage: Marketing Logic or Marketing Legend?1994Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes 1996What is Brand Equity Anyway, and how do you Measure it?

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