Evidence concerning the importance of perceived brand differentiation

Low perceived differentiation across many categories and two countries; customers still buy; distinctiveness placed at the centre of brand strategy. Category averages of 11, 10 and 17 per cent and the 54 per cent column taken from the book's Table 8.3, which reproduces this paper.

Written from the abstract read 2026-10-12.

What our sources record

Reproduced as it was written when this source was checked, figures and all.

doi:10.1016/S1441-3582(07)70042-3. Abstract read: low perceived differentiation across many categories and two countries; customers still buy; distinctiveness placed at the centre of brand strategy. Category averages of 11, 10 and 17 per cent and the 54 per cent column taken from the book's Table 8.3, which reproduces this paper.