Qualities that consumers associate with a specific brand, expressed in terms of human behavior and desires, which relate to the price, quality, and situational use of the brand.
A competitive strategy is a plan formulated by an organization to gain a competitive edge over its rivals. In the context of advertising, it may include tactics designed to discredit rival brands, undercut prices, or highlight unique product qualities and consumer benefits not found in competitors' offerings.
A differentiation strategy is a marketing technique used by manufacturers and businesses to establish a strong identity in a specific market. This involves positioning a brand in a unique way that distinguishes it from its competitors.
