brand parity

brand parity (uncountable)

1. (business, marketing) Perceived sameness in quality and function among competing consumer products of differing brands.
   • 1983 Dec. 19, Television/Radio Age, vol 31, p. 115 (Google snippet view):

     "Today we're all competing in an era of close brand parity, where there's very little difference in benefit performance between each brand."

   • 1994, Leslie Savan, The Sponsored Life, →ISBN, page 304:

     This is called "brand parity," when the only real difference between products is their ads.

   • 2005 April 7, Equifax Canada, “Is advertising really building brands?”, in financialexpress.com, retrieved 4 October 2013:

     Some years ago, BBDO conducted a worldwide study on brand parity. . . . What we found was that in every corner of the world, consumers thought that in most cases, products within a given category were essentially the same.

   • 2008 January 10, Steven Cole Smith, “Mears' crew chief deals with changes”, in Orlando Sentinel, retrieved 4 October 2013:

     Joe Gibbs Racing Toyota Camry, ran a blistering 188.830 mph. If NASCAR is looking for proof of brand parity, these final top testing speeds suggest that parity has been achieved. . . . The Ford was Matt Kenseth's Roush Fenway Fusion, with a speed of 188.494, third was Reed Sorenson's Chip Ganassi Racing Dodge Charger at 187.915 mph, and fourth was Gordon's Hendrick Motorsports Chevrolet Impala at 187.837 mph.

• brand equity