Brand Symmetry Index Model to Measure Brand Uniqueness

Abstract

In the marketplace, differentiation is the key. Any marketer-be it a producer, intermediary, seller or an agent-consistently tries to offer something different than what is being offered in the market. Even generic products and services such as salt, wheat, rice, hair salons, and telecom services tries to woo customers with their differentiation messages. Many researchers have emphasized the need to differentiate the brand, however very few models exist to measure it. The present research is focused on developing a tool which can be used to measure brand differentiation through a concept called 'Brand Symmetry Index'. The idea is to investigate brand attributes which are closely associated with its success and then perform various multivariate interdependent analyses to study the relationship between them.