|
|
This is only a preview of the paper
Click here to register and get the full text.
Existing members click here to login
|
|
|
Brand uniqueness
As Keller (2002, p.73-74) argue that unique brand associations that are strong and favorable creating points of difference. This brand association can distinguish a brand from other brands. For the brand uniqueness of Country Road, the result is presented as followed:
The overall performance measurement based on the means of comparing Country Road’s performance in strength, favorability and uniqueness (see figure 2-1, 2-2, 2-3), the results reveal the following consumers’ perceptions: Firstly, the competitive advantage of Country Road versus other two competitors, namely David Jones and Polo Ralph Lauren, rest with being an local Australian brand representing the Australian life style, which is relaxation and nature (points of difference).
Approximate Word count = 392
Approximate Pages = 1.6
(250 words per page double spaced)
|
|
|
|
|
|