Competitive Brand Salience

Van der Lans, Ralf; Pieters, Rik; Wedel, Michel
September 2008
Marketing Science;Sep/Oct2008, Vol. 27 Issue 5, p922
Academic Journal
Brand salience--the extent to which a brand visually stands out from its competitors--is vital in competing on the shelf, yet is not easy to achieve in practice. This study proposes a methodology to determine the competitive salience of brands, based on a model of visual search and eye-movement recordings collected during a brand search experiment. We estimate brand salience at the point of purchase, based on perceptual features (color, luminance, edges) and how these are influenced by consumers' search goals. We show that the salience of brands has a pervasive effect on search performance, and is determined by two key components: The bottom-up component is due to in-store activity and package design. The top-down component is due to out-of-store marketing activities such as advertising. We show that about one-third of salience on the shelf is due to out-of-store and two-thirds due to in-store marketing. The proposed methodology for competitive salience analysis exposes the optimal visual differentiation level of a brand versus its competitors, and of each SKU versus the other SKUs of the same brand. The model of the visual search process and methodology for competitive salience analysis enable diagnostic analyses of the current levels of visual differentiation of brands and SKUs at the point of purchase, and provide directions for increasing these.


Related Articles

  • Re-Examining the Wisdom of Brand Extensions: The Effects of Competitor Familiarity and Product Information on Risk and Choice. Milberg, Sandra; Sinn, Francisca; Goodstein, Ronald C. // Advances in Consumer Research - Latin American Conference Procee;2006, Vol. 1, p121 

    We examine the ecological validity of prior brand extension research by testing in a more realistic marketplace scenario. Specifically, we investigate the effects of competitor brand familiarity and product information availability on the success of brand extensions relative to established...

  • SWEET AS A PACKET. Emanuel, Ryan // AXM;Sep2008, p58 

    The article discusses the significance of the appearance of Japanese food packaging. According to the article, product design has continually developed in Japan following the emergence of food packaging. It stresses that Japanese designs often follow a trademark character which brings life to...

  • Opinion: Vision statements must be more than just words. Lindstrom, Martin // Media: Asia's Media & Marketing Newspaper;2/9/2007, p72 

    The article presents the author's views on vision statements of products. According to him, many companies have vision statements but wonders the value of their worth. He believes a vision statement should be true to the company's brand, not true to the company's products. He suggests three...

  • Branding, cheating the customer and other heretical thoughts. Thjømøe, Hans Mathias // Journal of Brand Management;Aug-Oct2008, Vol. 16 Issue 1/2, p105 

    One might ask if branding is more than creating a product's image, rather, if branding is adding values to the product. Numerous scholars support this position, stating that a brand contains two kinds of values, product-related values (performance-related values) and nonproduct-related values...

  • Selling blue suede shoes. Daum, Kevin // Smart Business Atlanta;Nov2010, Vol. 7 Issue 12, p6 

    The article offers the author's view on branding products in the U.S. He mentions that branding requires customer connection on an emotional level that will keep them reminded of the product. He believes that most executives incorrectly presume that everyone is a potential customer only through...

  • Between the lines. King, Paul // Design Week;4/14/2011, Vol. 26 Issue 15, p17 

    The article presents the author's insights on product branding. The author says that owning too much brand designs may lead to reduced creativity or innovation and less investments in structural packaging. He also commends brands like Coca-Cola, Walkers, and Pepsi that refocused on their main...

  • The Reciprocal Effects of Brand Equity and Trivial Attributes. BRONIARCZYK, SUSAN M.; GERSHOFF, ANDREW D. // Journal of Marketing Research (JMR);May2003, Vol. 40 Issue 2, p161 

    Brands increasingly introduce products with attributes that fail to provide consumers with meaningful benefits (i.e., trivial attributes). The authors present two experiments that examine the effect of brand equity on consumer valuation of such trivial attributes and the reciprocal effect that...

  • Memory Structure of Brand Names. Park, C. Whan; Lawson, Robert; Milberg, Sandra // Advances in Consumer Research;1989, Vol. 16 Issue 1, p726 

    This study proposes that the transfer of brand name memory associations to new products is determined by categorization judgments, and such judgments are influenced by the nature of the memory structure associated with the brand name. Two experiments were conducted to test these propositions...

  • NEWS.  // Design Week;4/1/2004, Vol. 19 Issue 14, p8 

    Reports on developments involving companies in the design industry in Great Britain as of April 2004. Package innovation of Diary Crest's milkshake brand Frijj by Springetts; Launch of Iberdrola's new look retail concept, created by Twelve Stars; Selection of Checkland Kindleysides by clothing...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics