Brand Rivalry Definition
Pushyamitra, Entrepreneur, India, 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.