brand commoditization

Brand commoditization results when a brand it is not perceived to be differentiated from competing brands. This is devastating for premium brands in particular, because as brands become commoditized, price elasticity sets in.

Competition, a reliance on promotional versus brand building communications, loss of brand focus, and straying from brand values can contribute to brand commoditization.

See also:
brand defined
captive brand
store brand, private label
national brand
positioning statement
point of difference
pain point
target audience
frame of reference
reason to believe
brand essence
portfolio architecture
brand architecture

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