Brand parity
Brand parity is the perception that several brands in the same category are equivalent, so that choosing one over another makes little difference to the person
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It is common in mature categories, where products are very similar in performance and price. When this perception dominates, purchase decisions tend to rest on price, promotion or availability, and loyalty is more fragile.
For a brand, high parity signals that its positioning or identity is not seen as distinct. It can respond by building relevant differences in product, experience or meaning, or by strengthening distinctive assets that make it easy to recognise and recall.
Also known as
perceived parity, commoditisation
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