How come that if most succes factors are fairly equal (distribution, media pressure and even the product) one brand is bigger than another? Sells more to more people and gaining a higher profit? Most of the times this has to do with mental availability.
If a brand has more relevant associations in the memory of consumers, it is thought of more often and sold more often. These memory structures often consist of competitors, products, related concepts and brand attributes. It is mainly the latter two we work on in brand building.
For example for Nike the most important competitor is Adidas, the most important product is ‘shoes’, the most related concept is ‘air’ and the most important brand attribute is ‘comfortable’.
Brand building is partly a brain game, creating the strongest memory structures or the most dense neuro network possible in order to increase salience – the likelihood that people think of your brand in specific buying situations.