- Distinctiveness is important because it drives brand salience, or physical and mental availability, which impacts brand choice and purchase.
- Meaningful differentiation is also highly desirable because it drives brand preference and purchase, and increases brand and advertising effectiveness – including supporting premium pricing.
- Innovation should aim for differentiation as well as distinctiveness to increase the chances of success.
- Concepts of brands and brand management, such as the Brand Mental Network and the Brand-led business, which embrace both distinctiveness and differentiation, can help marketers foster both....
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