Evidence concerning the importance of perceived brand differentiation

  title={Evidence concerning the importance of perceived brand differentiation},
  author={J. Romaniuk and B. Sharp and A. Ehrenberg},
  journal={Australasian Marketing Journal (amj)},
  • J. Romaniuk, B. Sharp, A. Ehrenberg
  • Published 2007
  • Business
  • Australasian Marketing Journal (amj)
  • The credibility and vibrancy of any discipline depends on a willingness to question even the most strongly held beliefs. Our research challenges the central importance of differentiation to brand strategy. We provide an empirically grounded theoretical argument that differentiation plays a more limited role in brand competition than the orthodox literature assumes. We then present empirical data, spanning many categories and two countries, showing that there is a low level of perceived… CONTINUE READING
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