Define: Competitors (Theoretical)
Competitors (Theoretical)
Any brands that hold an equal value position that operates in a different industry, or are not considered direct competition. These may include brands that compete in different regions.
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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