Brand Distinctiveness

What it measures

A three-item likert scale designed to measure the degree to which a consumer believes that a particular brand is different from other brands.

Response format

9-point Likert (1=strongly disagree, 9=strongly agree)

Scale items

• This brand is distinctive from other brands.
• This brand is different from other brands.
• This brand can be easily distinguished from other brands.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Internal consistency (alpha = .94) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Sujan, Mita and James R. Bettman (1989), “The Effects of Brand Positioning Strategies on Consumers’ Brand and Category Perceptions: Some Insights From Schema Research,” Journal of Marketing Research, 26 (November), 454-467.

Keywords