The role of the brand name in obtaining differential advantages

In the brand equity literature, little attention has been paid to comparing the role of product and brand name attributes in obtaining differential advantages. This work presents a framework for analysis based on the benefits of these attributes as conceived by consumers. Two types of benefits are identified in both attributes – functional and symbolic benefits – and the dimensions of each of these benefits are specified. In line with the consumer assessments of six brands of sports shoes, we found evidence in the Spanish market that in the benefits associated to the brand name consumers observe greater differences between the brands than in the product‐associated benefits. This result suggests that the brand name can be a key strategy for the firm to enjoy comparative advantages.