Differentiation or Salience

In this important paper the authors discuss what makes a brand leader. Firstly they critically review the notions of brand differentiation and of major sustainable competitive advantages.

Differentiation or Salience

Andrew Ehrenberg, Neil Barnard and John Scriven

Why is the market leader often ten times as big as the tenth biggest brand? The evidence says that it is not due to brand differentiation. Each brand's customers do not look at thei

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