Brand Differentiation Research Articles

The Impact on Audience Media Brand Choice Using Media Brands Uniqueness Phenomenon

While research on traditional media brands has increased in recent years, few studies examine news media brands and their brand strategies, particularly distinctive brand associations unrelated to media brand content and their impact on audience media brand choice and attention. Numerous studies highlight the significance of content as an element of the media brand and its vital role in audience selection. In a market where news and information are oversaturated and comparable, the dilemma for news media companies is what distinguishes them when the news content may be the same across all channels. Multi-platform consumption deludes and decreases brand associations, thus providing media brands with even more challenging brand differentiation and strong brand association management. The younger Generation Z prefers and uses more global and social media platforms than national media from the media audience perspective and future audiences. This audience consumes less national media than global and social media platforms. This is especially true of younger viewers, who are more focused on platforms and experiences. In a setting where cross-platform distribution stresses the significance of media brand associations and content experiences, the capacity of media brands to maintain brand preference and choice in a highly competitive market becomes increasingly crucial. According to the authors’ analysis, data reveals that younger audiences consume less national media and prefer international media, which raises the spectrum of future domestic media audiences. Examining the unique characteristics of media brand associations that positively influence audience preference and media brand choices among younger audiences would not only answer some difficult questions for national media brands concerning how to attract younger audiences, but it would also lay the groundwork for meeting the needs of audiences for a unified media brand experience across numerous platforms, without sacrificing strong and unique media brand associations. This study focuses on national news media brands and analyses the attributes of news media brands, as well as their significance for the Generation Z audience in media brand choice and engagement. The study highlights the importance of content experience in defining the uniqueness of media brands and its effect on brand selection and audience consumption. The authors used linear regression analyses and the decision tree approach to predict the most significant correlations between media brand attributes and brand uniqueness.

Circular beauty at Nafigate Cosmetics: balancing new brand concepts with growth through contract manufacturing

Research Methodology This case was developed from both secondary and primary sources. The secondary sources include the company’s website and social media, social media sites and PR news reports. Primary sources include in-depth interviews with Nafigate Cosmetics executives. This case was classroom-tested with graduate students in an International Marketing course in Autumn 2021 and Spring 2022. Case overview/synopsis Nafigate Corporation is a small Czech company with a global presence and a solid organizational philosophy to create a better world through scientific knowledge and active use of technology. With innovative new products, Nafigate is poised to revolutionize the cosmetics industry. The case explores elements of branding, strategic decision-making and how to balance competing priorities during a company’s growth phase. Complexity academic level This case was written for use in International Marketing classes at the graduate level. In addition, the case could be used in International Marketing Communication courses and in CSR subjects. Students are encouraged to discuss building a competitive advantage, portfolio decisions in terms of brand differentiation, branding strategies, and most importantly, understand the complexity of the business decision-making process.

Why Brands Grow: THE POWER OF DIFFERENTIATION AND PENETRATION

Koen Pauwels and Oliver Koll examine the complex relationship between consumers’ attitudes toward a brand and its market outcomes. An analysis of more than 150 brands in five countries reveals the intricate reciprocal connections between customer perceptions and behaviors, brand differentiation, and market penetration in both stable and emerging markets.

Dokha brand differentiation by elemental analysis measured by inductively coupled plasma-mass spectrometry.

Dokha is a tobacco product commonly used in Middle Eastern and Northern African regions. It is available in three blends purportedly corresponding to the degree of "buzz" experienced by the user. The "buzz" has been linked in part to nicotine levels, which are higher than those found in cigarettes and is believed to be the reason dokha is abused as a "legal high." There have been reports of seizure activity from dokha users, and elevated concentrations of toxic metals have been measured in dokha tobacco. The purpose of this work was to determine whether we could use dokha's elemental content, measured by inductively coupled plasma-mass spectrometry, to link dokha back to its brand. This could aid investigators in identifying brands and/or distribution routes in the case of adverse effects resulting from dokha use. We measured the concentrations of Mg, K, Mn, Ni, Cu, Rb, Sr, and Ba in Medwakh, Nirvana, Scorpion, Enjoy, Kingdom, and Iconic dokha brands. Analysis of variance revealed statistical differences in concentrations of elements among groups. Discriminant function analysis (using leave-one-out classification) was 58.3% successful at differentiating brands. Enjoy dokha was the most, and Kingdom dokha the least, correctly classified among groups. Attempts to further link dokha blends back to light, medium, and heavy blends were less successful. These results indicate potential for using elemental content to discriminate among dokha brands. Our data may also help to understand the degree of additional processing and/or adulteration of dokha products available to users in the United States.

Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands

ABSTRACT This study evaluates the influence of ranking reports on university brands’ credibility and perceived differentiation. Signaling theory is applied to link ranking with credibility and perceived differentiation. An experimental approach was used to collect data and to test the hypothesis. Data was collected from 328 participants in the UK regarding the two university brands with that they are the most familiar. Covariance analysis was applied to test the hypothesis. The results indicate that the ranking of HEIs influences the brand credibility and perceived differentiation of university brands, particularly when they send signals and messages about attributes associated with academic success. Although experts debate the ranking tables’ validity, these results indicate that prospective students and their families evaluate ranking reports as independent corroboration. This paper provides evidence on how critical the ranking is to create a solid and distinctive university brand.

Positioning Strategy Design of Online Travel Agent Applications Based on Perceptual Mapping

Kliktrip is one of the online travel agent application brands with day trip and activity booking services in Indonesia which was established in 2018. In the last few years, Kliktrip has experienced several symptoms, including a decrease in revenue in the second year and the low level of brand differentiation of the Kliktrip online travel agent application based on customer perception compared to other online travel agent application brands. Based on the symptoms of these problems, it can be concluded that the brand of the Kliktrip online travel agent application is weak in customer perceptions of the online travel agent application because customers tend not to know the advantages offered by the Kliktrip online travel agent application brand. To be successful in facing competition with other business competitors, it is necessary to carry out sustainable development by building competitive differentiation by designing and improving positioning strategies. Based on the results of the perceptual mapping, there were 4 groups of competitive areas, the online travel agent Kliktrip application brand was in the same area as the Explorer.id online travel agent application brand which made it the main competitor of the Kliktrip online travel agent application brand. The objectives of this research are to (1) Design a strategy for improving the brand positioning of the online travel agent application and (2) Optimize the resources owned by the Kliktrip online travel agent application brand to implement a strategy for improving the brand positioning of the Kliktrip online travel agent application.

Is brand differentiation necessary for success? The role of purchase goal and confidence in the brand’s position

ABSTRACT There are few attempts at empirically validating the effectiveness of brand differentiation, leading to a long-lived debate regarding whether it is a necessary condition for brand success. Drawing from metacognition and decision process theory, the current research suggests that the relationship between perceived differentiation and purchase is stronger when there is a weaker match between the brand’s perceived position and consumers’ purchase goal (i.e. between what the brand stands for and what consumers are seeking). In addition to the condition of purchase goal, consumers’ confidence in their judgement of the brand’s position acts as an additional contingency factor in the relationship between differentiation and purchase. The hypotheses were supported by two studies across common consumer purchase goals: ‘value for money’ and ‘top of the range’ and two product categories, with different adult samples (n1 = 291 and n2 = 283 for the respective studies). Implications for brand communication strategy are discussed.

Why Income Gaps Persist: Productivity Gaps, (No-)Catch-up and Industrial Policies in Developing Countries

Driven by productivity gaps, absolute income gaps between developing and developed economies have remained persistent hindering catch-up. Export products mostly consisting of low value-added products; developing countries suffer even when they are part of global value chains. The so-called Fourth Industrial Revolution may further exacerbate their position. As a result, many developing countries have been in low- or middle-income traps for decades and this is likely to persist. So, why has the traditional productivity explanation not been able to explain the no-catch-up phenomenon? To explain lack of catch-up, we decompose productivity into price and technical efficiency components. Adopting a product differentiation strategy, the developed countries focus on price, while developing countries focus on technical efficiency; prices of products of advanced firms in developed countries are determined not in perfectly competitive markets but rather in monopolistically competitive markets granting them with pricing power through three tools: technology (R&D), design, and branding. By virtue of this pricing power, advanced firms generate non-zero economic profits and “pseudo-productivities” which drive the income gaps. We suggest key lines of industrial policy sets such as focusing on design, branding, and product differentiation strategies, fast cycle technologies, and development-based public procurement coupled with educational policies.

Rethinking Touch HMI Controls for Automotive Displays and Smart Surfaces

AbstractSolid‐state haptic technology enables novel HMI interactions while delivering safety benefits, cost savings, and multisensory brand differentiation.

Analysis of LOUIS VUITTON Intellectual Property Rights Case from the Perspective of Brand Equity

기술 발전에 따라 지식재산권을 통한 브랜드나 제품의 차별성과 식별성의 보호가 중요해지고 있다. 이러한 중요성의 바탕을 브랜드 에쿼티(brand equity)의 관점으로 살펴볼 수 있다. 브랜드 에쿼티는 소비자의 인식을 바탕으로 구매 결정을 유도하고 브랜드의 차별화를 강화하기 때문에 브랜드 에쿼티를 중심으로 지식재산권 분석은 의미 있는 연구주제이다. 프랑스에서 시작된 럭셔리 브랜드 LOUIS VUITTON은 일찍이 브랜드 가치의 중요성을 인지하고 지식재산권을 활용해 브랜드 자산을 보호함으로써 브랜드의 가치를 창출하고 지켜나가고 있다. 본 연구의 서론은 소비자의 결정이 중요해짐에 따라 브랜드 에쿼티의 중요성과 지식재산권 활용의 필요성을 나타낸다. 본론은 지식재산과 지식재산권의 개념과 활용 필요성, 브랜드 에쿼티의 개념과 관련된 문헌 자료를 수집하여 논문의 이론적 배경을 전개한 다음, 질적 연구 방법인 내용분석을 통해 소비자 인식 차원에서 브랜드 에쿼티를 연구한 아커와 켈러의 브랜드 에쿼티 관점에서 LOUIS VUITTON의 지식재산권 사례와 의미를 분석하였다. 결론으로 LOUIS VUITTON의 지식재산권 사례는 브랜드 에쿼티 관점과 유기적인 상관관계가 나타났으며, 지식재산권을 통해 직간접적으로 브랜드 가치 창출에 활용되고 있음을 알 수 있었다. 첫째, 지식재산권을 마케팅에 활용함으로써 지각된 품질(perceived quality)을 획득할 수 있으며, 제품의 지각된 품질이 브랜드 전체로 확장될 수 있다. 둘째, 소비자 접점에 있는 기술을 통해 보조 상기(brand recognition)를 획득하고 브랜드 인지와 차별화된 가치를 형성할 수 있다. 셋째, 브랜드의 차별화된 무형의 서비스 일부를 지식재산권으로 보호함으로써 브랜드 인지에 활용할 수 있다. 넷째, 브랜드의 제품을 유기적으로 보호함으로써 효용 가치와 인지적 가치 창출이 가능하다. 다섯째, 폭넓은 지식재산권 활용을 통해 일관된 브랜드 지식(brand knowledge)을 형성시켜 독보적인 브랜드 에쿼티를 형성할 수 있다. 따라서 본 연구를 통해 지식재산권이 브랜드 에쿼티 형성 관점에서 브랜드 관리에 활용될 수 있음을 시사한다. 향후 연구에서는 실증적 분석을 통해 브랜드 에쿼티 관점에서 지식재산권이 가지는 의미를 체계화할 것이다.With the development of technology, the protection of differentiation and distinctiveness of brands or products through Intellectual Property Rights(hereinafter IPRs) is becoming more important. The basis of this importance can be examined from the perspective of brand equity. As brand equity induces purchase decisions based on consumer perception and strengthens brand differentiation, IPRs analysis centered on brand equity is a meaningful research topic. A luxury brand, LOUIS VUITTON, originating from France, has recognized the importance of brand value early on and is creating and maintaining brand value by protecting brand assets, utilizing IPRs. The introduction of this research indicates the importance of brand equity and the need for IPRs utilization as consumer decisions become more prominent. For the body of the research, after developing the theoretical background, collecting literature data related to the concept of brand equity, the concept, and necessity of utilizing IP and IPRs, the research was conducted by analyzing the case and significance of the LOUIS VUITTON IPRs case based on Acker and Keller’s brand equity perspective, who studied brand equity in terms of consumer perception through qualitative content analysis, a method of qualitative research. In conclusion, the IPRs case of LOUIS VUITTON showed an organic correlation with the brand equity perspective, and it was visible that it is, directly and indirectly, used to create a brand value through IPRS. First, by utilizing IPRs for marketing, perceived quality can be optioned, and the perceived quality of products can be expanded throughout the brand. Second, it is possible to acquire brand recognition through technology at the consumer contact point and form differentiated values from brand awareness. Third, parts of the brand’s differentiated intangible services can be utilized for brand awareness. Fourth, it can create utility and cognitive value by organically protecting the brand’s products. Fifth, through using a wide range of IPRs, consistent brand knowledge can be created to form unrivaled brand equity. Therefore, this studies suggests that IPRs can be used for brand management from the perspective of brand equity formation. In future studies, the meaning of IPRs from the perspective of brand equity will be systematized through empirical analysis.

Effectiveness Of Celebrity Endorsement on Advertisement in Achieving Consumer Brand Preference

The instrument of celebrity endorsement has become a pervasive element in advertising. This paper qualitatively examining the effectiveness of celebrity endorsement on advertisement in achieving consumer brand preference. The study revealed some impacts of acquiring celebrity for endorsement such as building awareness, quick connect, means of brand differentiation and better brand image among others. The study identified some challenges associated with celebrity endorsement which are not limited to celebrity overshadows the brand, conflicting image and influence of celebrity moral violation on brands. The paper concludes by recommending careful choosing of celebrity that his/her value will have close link with the brand been endorsed and improvement on the quality of the product by the producer as possible measures to avert the challenges of using celebrity in advertising. Using celebrities that have moral and are well placed in the society for advertisement is also key.

Antecedents and Consequences of Consumer Hope for the Brand of Hydroderm with the Moderating Role of Brand Charisma

With the expansion of different brands in similar classes of products and the close competition of brand owners in attracting and retaining more customers, the production of ethical brands that are subject to ethical principles in all stages of the process of supply, production, presentation, and sale of products has become one of the most important factors in creating superiority and brand differentiation in expanding customer communication and interaction with the brand. Given the importance of the role of brand ethical value in establishing effective customer relationships with the brand, this study aimed at investigating the predictions and consequences of consumer hope for the brand of Hydroderm with the role of brand charisma. The present study used a survey method to collect data and a correlation method to analyze the data. The statistical population of the study included 327 consumers of Hydroderm cosmetics brands; they were selected using the available sampling method. Information was collected using a Likert-point questionnaire, and data analysis was performed by structural equation modelling. The findings showed that the perceived ethical value of the brand on the obsessive brand passion and harmonious brand passion on consumer hope for the brand had a positive and significant effect. Moreover, obsessive brand passion did not have a significant effect on consumer hope for the brand. In addition, brand charisma mediated the effect of the perceived ethical value of the brand on the harmonious brand passion and obsessive brand passion. Finally, a positive and significant effect was found between consumer hope for brand and brand-customer interaction. Implications for Central European audience: Since most Central European countries seek to use the social media space to introduce and sell their brands to all parts of the world, including Asian countries, identifying and understanding how the perceived ethical value of the brand affects consumers interaction of with the brand can be a good practical guide to improve their activities with Asian countries that are subject to Islamic and ethical values. The recommendations obtained from the results show that the behavioural, personality, operational values of the brand as well as its responsibility can increase customers’ desire for the brand and maintain their interactive relationship by giving the consumer hope for the brand.

Small and Medium Enterprises Growth and Competitiveness: The Importance of Marketing Strategies Role

The growing competition among businesses of small medium or large is an area of concern to business growth and competitiveness. Strategies have been used to differentiate the undertakings of various enterprises irrespective of industrial affiliation, specifically marketing strategies are used to reach the customers and tackle competition. The adoption and implementation of unsuitable marketing strategy exposes the weaknesses of small and medium enterprises (SMEs) and the challenges to capture sizable market share. This paper is aimed at examining the types of marketing strategies suitable for SMEs and how they affect their growth and competitiveness in developing countries. A review survey approach was employed in this work and related literature from journal articles, professional reports, term papers and dissertations were reviewed. It has been discovered that marketing strategies like relationship management, branding, product and pricing differentiation, market segmentation and channel cultivation are crucial for the sustainable growth and competitiveness of SMEs in developing countries. Some propositions were made on some unpopular marketing strategies that could be explored by SMEs for competitiveness and international markets.

Branding Heritage Tourism in Dubai: A Qualitative Study

This qualitative paper explores tourism branding for Dubai to develop brand differentiation based on factors influencing heritage tourism. Data was collected through direct interviews with relevant tourists and tourism experts. The paradigm of critical realism was adapted to analyze the data with thematic analysis by extracting related themes. Five emerging themes have been identified: perception of brand authenticity in heritage tourism, Dubai’s tourism offerings, heritage branding, marketing suggestions, and heritage tourism valorization. Research outcomes present a strategy for brand marketing Emirati heritage tourism as new strategic advances in tourism management. Practical implications suggest that heritage tourism can achieve brand differentiation among heritage tourism destinations by leveraging authenticity and modernity. This paper contributes to the theory of tourism marketing and management, with the unique case of branding Dubai as part of UAE heritage tourism, by adopting brand communication, brand identity, brand positioning, and brand personality strategies.

Understanding message (de)coding in multi-lingual slogans: industrial perspectives from Turkey and Russia

PurposeThe main goal of the study is to investigate how same-brand slogans simultaneously in use in two emerging markets, namely Turkey and Russia, differ semantically. The study further examines in what ways the industrial competition structure impacts the semantic slogan design within these two contexts.Design/methodology/approachThe study uses the method of semantic explication that is based on a 19-device taxonomy. This method is applied to 56 slogan pairs in the Turkish and Russian languages launched for the same brands/products across 6 industries.FindingsResults indicate that same-brand slogans differ semantically between Turkey and Russia. Moreover, firms tend to conform to a shared semantic pattern within a given industry, largely depending on the industrial competition structure. While strong local competition (as in the electronics and cleaning products industries in Turkey and in the personal care and beverages industries in Russia) leads firms to use self-reference, international competition (as in the automotive, personal care and beverages industries in Turkey and in the electronics and cleaning products industries in Russia) promotes them to use hyperbole in their slogan design.Practical implicationsAdopting a common semantic pattern within an industry may carry the risk of restricting brand differentiation and consumers' sense of novelty. Furthermore, the inclusion of brand names in slogans may make slogans sound assertive and lead consumers to overreact to the brand.Originality/valueUnlike many studies exploring different-brand slogans through a syntactic or grammatical lens, this study investigates the semantic features of same-brand slogans launched in two emerging market contexts. It adopts a B2B perspective, unlike many extant studies that often focus on a B2C one.

Impact of Brand Citizenship Factors towards Customer Perception: A Conceptual Review on Non-Banking Financial Services Sector of Sri Lanka

The Main objective of the concept paper is to review of brand citizenship factors relates to customer perception. A special attention is paid to matters pertaining to the non-banking financial services sector in Sri Lanka. In order for the leasing industry to survive in a competitive market, all firms need to understand customers who are more inclined to reconsider their relationship with other paroral players and competitors. Marketing experts focus on investigating the factors that create and increase consumer value in this new light. Organizations sustain their competitive advantage though differentiation strategy and cost leadership. Employee’s brand behavior would be the best practices for brand differentiation. Inline within, scholars appreciate the concept of Brand Citizenship Behavior (BCB) as one of the theoretical contents that addressee’s customer perception. Most organizations are to maintain balance standpoint in brand citizenship management which highlights both external and internal brand management Sri Lanka is also a noted context whereas financial services apply such motivational strategies to train and retain brand committed salesforce. But organizations in the financial leasing sector still faces intensive issues for the customer perception due to on revelry competition among the parallel players and the competitors. This paper reviews how theoretical and empirical contributions address customer perception whilst special attention is made on non-banking financial services sector in Sri Lanka. Alongside, authors used a deductive approach so doing paper associated academic works and industry related publications to support arguments and discussions. A summarized discussion was made whilst key insights are concluded with future research suggestions.

Response Strategies of the Creative Market Industry in the Post-Epidemic Era in Taiwan-Taking ISHANDS International Creative Market as an Example

The creative market is mainly composed of small and medium-sized and micro-sized enterprises. It focuses on personal creation, as well as face-to-face sales with customers in the market. Affected by COVID-19, customers no longer go out, and markets are canceled due to crowds, which affect the business of market curators, as well as cultural and creative brands. While the epidemic is still raging, how to respond and transform has become the key to survival. This research mainly focuses on comparing and analyzing the situation in 2019 and 2020 of “ISHANDS International Creative Market”, which is a creative market regularly held, as well as seven cultural and creative brands participating in this creative market in Taiwan. Through on-site observation and in-depth interviews, it interviews with curators of the creative market and operators of market brands, analyzes the creation and development process and planning of the “ISHANDS International Creative Market”, as well as key factors for cultural and creative brands to participate in creative markets, brand entrepreneurship and development, and difficulties they face at present. It sorts out the business interactions between the creative market and cultural and creative brands through case studies, summarizes them, and analyzes various interactions with business models, so as to understand the current situation of the creative market facing COVID-19 and possible future development in response. This research finds that: (1) the success of the creative market lies in brand differentiation and persistence; (2) the brand image building of the creative market and cultural and creative brands are key factors for each other; (3) the problems faced by the creative market under the influence of COVID-19; (4) it should accelerate the marketing and application of technologies in response to COVID-19; (5) it needs to master key resources in response to the post-epidemic era; (6) it explores the future development trend of Taiwan’s creative market industry.

Consumer perceptions and behaviour towards branded commodities

AbstractThis study investigates consumers' perceived differentiation of branded commodities. Using data from three countries, across four commodity categories, the study examines consumers' brand/attribute associations, brand commitment, and loyalty‐related brand performance measures that are benchmarked against the output from the well‐established NBD‐Dirichlet model. The brand perceptions and brand performance data provide convergent evidence of systematic variations with market share (or brand penetration), rather than idiosyncratic brand differentiation related to the characteristics or equity of individual commodity brands. Overall, the results show that even commodity brands follow the well‐established Dirichlet‐type empirical patterns. The implication is that communication and other marketing‐mix activities should aim to constantly remind consumers of the brand, maintaining the market shares, rather than setting unrealistic targets for increasing loyalty or accentuating brand differentiation.

Candibod: building an online fitness brand through Instagram communities in the southern hemisphere

Study level/applicability The primary target audience for this teaching case is postgraduate business students, especially students of digital marketing, strategy and e-commerce, social media marketing, entrepreneurship and sports marketing. This teaching case is intended to be used as a case study in postgraduate business programmes such as Master of Business Administration, a specialist masters programme such as MM (entrepreneurship), postgraduate diploma in management, as well as selected executive education programmes. Subject area This case can be used in the subject areas of digital marketing, strategy and e-commerce, social media marketing, entrepreneurship and sports marketing. Case overview This case looks at South African fitness Instapreneur Candice Bodington and how her business trajectory unfolded at the same time of the successful Australian Kayla Itsines. The case begins with Bodington considering options for her brand in January 2020. Following her business, Candibod’s, fast initial growth via Instagram, the case tracks its development while also glancing at the enormous success of Itsines and her Sweat with Kayla app. However, as Bodington faces her own health care, the future and next steps of a brand built on social media becomes less certain. The case ends just a few months later with the unfolding effects of Covid-19 and a whole new host of uncertainties, especially in the fitness industry and Bodington having to reconsider her brand’s options. Expected learning outcomes The learning outcome of this paper is as follows: to understand the challenges of building an online brand. To evaluate the effect of brand communities as a growth strategy. To analyse the impact of social media platforms as a brand-building tool. To critically assess the effect of changing industry dynamics and technology on consumer behaviour. To evaluate how brands can navigate the negative implications of social media. To understand brand differentiation. To understand the strategic decisions associated with brand repositioning. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 8: Marketing. Keywords Digital marketing, Brand building, Social media marketing, Strategic marketing

Developing and testing a typology of brand benefit differentiation

PurposeThe purpose of this study is to expand the notion of differentiation by developing and testing a typology of brand benefit differentiation.Design/methodology/approachBrand concept maps were used to identify three types of differentiation. The effects of the types of differentiation on benefit evaluation and brand attachment were tested in two follow-up studies using path analysis.FindingsA comparison of the association maps of four international brands showed instances of all three types of benefit differentiation – categorical, graded and structural benefit differentiation. The tests of effects revealed that categorical benefit differentiation had negative effects, whereas structural and graded differentiation had positive effects on benefit evaluation and brand attachment, respectively.Research limitations/implicationsThe findings suggest that other types of benefit differentiation are more important than uniqueness. Future research should test the relevance and usefulness of the typology for other brands and consumer segments.Practical implicationsThe new typology opens new opportunities for the differentiation of brands. Brand managers should avoid a myopic focus on uniqueness. Rather, they should analyze networks of benefit associations in detail for all three types of differentiation identified in this research and strengthen the level of structural and/or graded differentiation.Originality/valueThis research demonstrates, for the first time, the importance of two types of differentiation other than uniqueness. It also supports previous studies showing the negative effects of uniqueness on variables related to brand equity.