The Importance of Differentiation
Differentiation delivers distinctiveness to a brand.
Without differentiation and relevance, a brand cannot succeed. While the Brand Asset Valuator (BAV) shows that AAA already possesses a desirable level of relevance, a 2006 Member Relevance study provided answers toward why AAA must develop higher levels of differentiation to remain competitive in today's marketplace.
Without a distinct identity or perceived differentiation, higher margins will give way to price competition, which hastens the decline of the brand. Brands that consumers perceive as differentiated and relevant are far more likely to be considered, preferred and bought by consumers.
Contact Carole Sustak, Membership and Brand Marketing, at 407-444-7613 or e-mail csustak@national.aaa.com.
