Differentiation or salience
Competitive brands seldom differ in any big way from each other. This is because any innovation with selling power tends to be quickly copied. Nor does the brands' advertising generally give very different images or values to functionally similar brands, despite what tends to be said about this...
Gespeichert in:
| Veröffentlicht in: | Journal of advertising research 1997-11, Vol.37 (6), p.7 |
|---|---|
| Hauptverfasser: | , , |
| Format: | Artikel |
| Sprache: | eng |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| container_end_page | |
|---|---|
| container_issue | 6 |
| container_start_page | 7 |
| container_title | Journal of advertising research |
| container_volume | 37 |
| creator | Ehrenberg, Andrew Barnard, Neil Scriven, John |
| description | Competitive brands seldom differ in any big way from each other. This is because any innovation with selling power tends to be quickly copied. Nor does the brands' advertising generally give very different images or values to functionally similar brands, despite what tends to be said about this. The reason why similar brands have very different market shares is due to the very different numbers of people to whom each brand is salient, or who feel positive about it. This can be developed, maintained, and/or nudged by advertising. |
| format | Article |
| fullrecord | <record><control><sourceid>gale_proqu</sourceid><recordid>TN_cdi_proquest_journals_205086369</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><galeid>A20519378</galeid><sourcerecordid>A20519378</sourcerecordid><originalsourceid>FETCH-LOGICAL-g255t-9dafacb0ff9da96a9cbba5de515578639c80cda6030eed81537ac6eb73ec5c2f3</originalsourceid><addsrcrecordid>eNptzktLxDAQAOAgCtbVX-Bl8Wxg0mza5LisT1jwoucyTSYlS000zf5_A-tNmcM8-JiZM9aIfgNcGDDnrAFoBdcbYy7Z1bIcoPagVMNuH4L3lCmWgCWkuE55veAcKFq6Zhce54VufvOKfTw9vu9e-P7t-XW33fOpVapw49CjHcH7WpkOjR1HVI6UUKrXnTRWg3XYgQQip4WSPdqOxl6SVbb1csXuTnu_cvo-0lKGQzrmWE8O9UmoKzpT0f0JTTjTEKJPJaOdKFLGOUXyoY631Qsje105_4fXcPQZ7F__A1kUWLg</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>205086369</pqid></control><display><type>article</type><title>Differentiation or salience</title><source>EBSCOhost Business Source Complete</source><creator>Ehrenberg, Andrew ; Barnard, Neil ; Scriven, John</creator><creatorcontrib>Ehrenberg, Andrew ; Barnard, Neil ; Scriven, John</creatorcontrib><description>Competitive brands seldom differ in any big way from each other. This is because any innovation with selling power tends to be quickly copied. Nor does the brands' advertising generally give very different images or values to functionally similar brands, despite what tends to be said about this. The reason why similar brands have very different market shares is due to the very different numbers of people to whom each brand is salient, or who feel positive about it. This can be developed, maintained, and/or nudged by advertising.</description><identifier>ISSN: 0021-8499</identifier><identifier>EISSN: 1740-1909</identifier><identifier>CODEN: JADRAV</identifier><language>eng</language><publisher>New York: World Advertising Research Center Ltd</publisher><subject>Advertising ; Analysis ; Brand choice ; Brand differentiation ; Brand equity ; Brand loyalty ; Brand name products ; Brands ; Competition ; Competitive advantage ; Consumer attitudes ; Consumer behavior ; Innovations ; Market shares ; Marketing ; Product development ; Product differentiation ; Product management ; Studies</subject><ispartof>Journal of advertising research, 1997-11, Vol.37 (6), p.7</ispartof><rights>COPYRIGHT 1997 World Advertising Research Center Ltd.</rights><rights>Copyright Advertising Research Foundation Nov/Dec 1997</rights><woscitedreferencessubscribed>false</woscitedreferencessubscribed></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>314,778,782</link.rule.ids></links><search><creatorcontrib>Ehrenberg, Andrew</creatorcontrib><creatorcontrib>Barnard, Neil</creatorcontrib><creatorcontrib>Scriven, John</creatorcontrib><title>Differentiation or salience</title><title>Journal of advertising research</title><description>Competitive brands seldom differ in any big way from each other. This is because any innovation with selling power tends to be quickly copied. Nor does the brands' advertising generally give very different images or values to functionally similar brands, despite what tends to be said about this. The reason why similar brands have very different market shares is due to the very different numbers of people to whom each brand is salient, or who feel positive about it. This can be developed, maintained, and/or nudged by advertising.</description><subject>Advertising</subject><subject>Analysis</subject><subject>Brand choice</subject><subject>Brand differentiation</subject><subject>Brand equity</subject><subject>Brand loyalty</subject><subject>Brand name products</subject><subject>Brands</subject><subject>Competition</subject><subject>Competitive advantage</subject><subject>Consumer attitudes</subject><subject>Consumer behavior</subject><subject>Innovations</subject><subject>Market shares</subject><subject>Marketing</subject><subject>Product development</subject><subject>Product differentiation</subject><subject>Product management</subject><subject>Studies</subject><issn>0021-8499</issn><issn>1740-1909</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>1997</creationdate><recordtype>article</recordtype><sourceid/><recordid>eNptzktLxDAQAOAgCtbVX-Bl8Wxg0mza5LisT1jwoucyTSYlS000zf5_A-tNmcM8-JiZM9aIfgNcGDDnrAFoBdcbYy7Z1bIcoPagVMNuH4L3lCmWgCWkuE55veAcKFq6Zhce54VufvOKfTw9vu9e-P7t-XW33fOpVapw49CjHcH7WpkOjR1HVI6UUKrXnTRWg3XYgQQip4WSPdqOxl6SVbb1csXuTnu_cvo-0lKGQzrmWE8O9UmoKzpT0f0JTTjTEKJPJaOdKFLGOUXyoY631Qsje105_4fXcPQZ7F__A1kUWLg</recordid><startdate>19971101</startdate><enddate>19971101</enddate><creator>Ehrenberg, Andrew</creator><creator>Barnard, Neil</creator><creator>Scriven, John</creator><general>World Advertising Research Center Ltd</general><general>Advertising Research Foundation</general><scope/></search><sort><creationdate>19971101</creationdate><title>Differentiation or salience</title><author>Ehrenberg, Andrew ; Barnard, Neil ; Scriven, John</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-g255t-9dafacb0ff9da96a9cbba5de515578639c80cda6030eed81537ac6eb73ec5c2f3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>1997</creationdate><topic>Advertising</topic><topic>Analysis</topic><topic>Brand choice</topic><topic>Brand differentiation</topic><topic>Brand equity</topic><topic>Brand loyalty</topic><topic>Brand name products</topic><topic>Brands</topic><topic>Competition</topic><topic>Competitive advantage</topic><topic>Consumer attitudes</topic><topic>Consumer behavior</topic><topic>Innovations</topic><topic>Market shares</topic><topic>Marketing</topic><topic>Product development</topic><topic>Product differentiation</topic><topic>Product management</topic><topic>Studies</topic><toplevel>online_resources</toplevel><creatorcontrib>Ehrenberg, Andrew</creatorcontrib><creatorcontrib>Barnard, Neil</creatorcontrib><creatorcontrib>Scriven, John</creatorcontrib><jtitle>Journal of advertising research</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Ehrenberg, Andrew</au><au>Barnard, Neil</au><au>Scriven, John</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Differentiation or salience</atitle><jtitle>Journal of advertising research</jtitle><date>1997-11-01</date><risdate>1997</risdate><volume>37</volume><issue>6</issue><spage>7</spage><pages>7-</pages><issn>0021-8499</issn><eissn>1740-1909</eissn><coden>JADRAV</coden><abstract>Competitive brands seldom differ in any big way from each other. This is because any innovation with selling power tends to be quickly copied. Nor does the brands' advertising generally give very different images or values to functionally similar brands, despite what tends to be said about this. The reason why similar brands have very different market shares is due to the very different numbers of people to whom each brand is salient, or who feel positive about it. This can be developed, maintained, and/or nudged by advertising.</abstract><cop>New York</cop><pub>World Advertising Research Center Ltd</pub></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0021-8499 |
| ispartof | Journal of advertising research, 1997-11, Vol.37 (6), p.7 |
| issn | 0021-8499 1740-1909 |
| language | eng |
| recordid | cdi_proquest_journals_205086369 |
| source | EBSCOhost Business Source Complete |
| subjects | Advertising Analysis Brand choice Brand differentiation Brand equity Brand loyalty Brand name products Brands Competition Competitive advantage Consumer attitudes Consumer behavior Innovations Market shares Marketing Product development Product differentiation Product management Studies |
| title | Differentiation or salience |
| url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-17T05%3A14%3A57IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-gale_proqu&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Differentiation%20or%20salience&rft.jtitle=Journal%20of%20advertising%20research&rft.au=Ehrenberg,%20Andrew&rft.date=1997-11-01&rft.volume=37&rft.issue=6&rft.spage=7&rft.pages=7-&rft.issn=0021-8499&rft.eissn=1740-1909&rft.coden=JADRAV&rft_id=info:doi/&rft_dat=%3Cgale_proqu%3EA20519378%3C/gale_proqu%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=205086369&rft_id=info:pmid/&rft_galeid=A20519378&rfr_iscdi=true |