Competitive Brands

Definition

Competitive brands (or the evoked set) are the brands that are considered as alternatives by buyers in a particular market segment. Occasionally, it is used to mean a (smaller) set of products which a particular seller wishes to be competing with; more rarely, it means the full set of competitors in fact competing in a given market.[1]

See also

 

References

  1. ^ American Marketing Association, AMA Dictionary.

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