Competitive Brands' User–Profiles Hardly Differ

This award-winning paper demonstrates, in a special analysis of TGI data covering several products, that brand segmentation does not exist.

Competitive Brands User-Profiles Hardly Differ1

Prof. Andrew Ehrenberg, South Bank University Stephen Long, South Bank UniversityandDr. Rachel Kennedy, University of South AustraliaSummary

It is widely thought that different brands appeal to different types of users, or should do so. Advertising and other marketing activities are often based on this presumption, and countless segmentation studies are therefore carried out.

To examine this supposition we have compared the user-profiles of the ten or so leading brands in each of some 40 industries such as Kodak, Agfa, and Fuji for photographic film, or AA, BA, and...

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