What is Brand Rivalry? Definition

Brand Rivalry Definition
Pushyamitra, Member
I feel brand rivalry is an extra aggressiveness in competition between two different brands to reach at number one or to capture more market share.
In the most agressive variants, ethics, moral values and even the law can be neglected and it is only a race to reach the number 1 position which drives the brands.
You can watch some of the banned ads of Coca-Cola and Pepsi on Youtube where they are openly challenging and degrading one another in their respective ads. Another example is recent P&G and Hul ads in washing powder marketing.

Another use of the Words 'Brand Rivalry'
Jose Silva, Member
I think we can also talk about 'brand rivalry' when the same manufacturer is commercializing 2 or more brand marks for the same product.
For example, cigarettes manufacturers. Or automobile manufacturers with different models / sub brands like Toyota Crown and Lexus.

What is Brand Rivalry?
DR.VIVEK DIWADKAR., Member
In today's glocal scenario brand rivalry is not only about competitive advantage, but also being closer to customer, i.e. to have superior customised customer connectivity... It is used for fighting between brands for the best position.

Brand Rivalry Implies Interbrand Competition
isaiah, Member
Specifically implies interbrand competition by rival firms producing close substitutes (brands). This targets at reducing the market share of the competitor firm while advancing its own.
For example between two international soft drink firms.
This is in contrast to intrabrand competition in which the firm uses subsitute sub-brands to increase overall market share or to introduce new subbrands by eliminating its own (cannibalization of own subbrand[s]).