one of several components that can possibly go into a brand audit

1. Competitive brand alternatives – defining
competitive set
LeRoy J. Ebert

2. Competitive brand alternatives – defining
competitive set
All brands
Known Brands Unknown Brands
Unacceptable Over looked
Acceptable brands Indifferent brands
brands brands
Evoked Set Rejected brands Inept set

3. Acceptable brands

4. Unacceptable brands

5. Indifferent brands

6. Overlooked brands

7. Example – in the mobile handset market
• Acceptable brands – nokia, sony-erricsson
These brands are highly accepted and has
high top of the mind recall and awareness
thus falling into the evoked set
• Evoked set – are the brands that
immediately come into one’s mind it may
be acceptable (due to positive
experience) or unacceptable brands
(Due to negative experience)

8. Example – in the mobile handset market
• Unacceptable Brands – Bird, sagem,
alkatel.
• These brands have been communicated
and due to negative past experience
(Cognitive dissonance) has fallen into the
rejected brands set

9. Example – in the mobile handset market
• Indifferent brands – Samsung, LG
• Are some what like “me2” brands or copy
cat brands. Not fakes but with similar
features of a accepted brand, therefore
the customer doesn't have a strong
reason to associate with the brand other
than price

10. Example – in the mobile handset market
• Over looked brands –other branded
Chinese mobile phones
• Due to lack of communication these
brands have not managed to register it
self in the minds of the customers,
however if or once communicated the will
shift into the evoked set (Acceptable or
unacceptable brands). These brands fall
into the inept set

11. • Inept set – brands that come into mind
after aided recall of after the customer
really have given some thought.
Overlooked brands and some what of
indifferent brands fall into this set.