Let’s look at a key question of consumer marketing – do buyers need to perceive a meaningful difference to regularly buy a brand (i.e., show preference or loyalty)?
The answer, based on evidence, is a resounding no.
Although differentiation exists, it is weak and far less important than we’ve assumed. Brands within a category do not vary markedly in their degree of differentiation, perceived or otherwise.
Given that 100 percent brand loyalty is a myth, growth needs to come from targeting the customers of other brands.
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This article first appeared in https://www.gsb.stanford.edu
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