Competitive Brands


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 competing in a given market.

Competitive frame is the list of specific brands with which a given brand competes most directly for customers.

See also

Competitive analysis
Competitive advantage


  1. ^ American Marketing Association, AMA Dictionary.

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