Thea believes brand rivalry fuels innovation and product development, improving consumers’ quality
and value. The dissertation project delves into the dynamic landscape of brand competition through a
comprehensive analysis of advertising strategies. The impact of competitive and comparative advertising on brand rivalry and consumer perception was investigated. The effectiveness and ethical considerations of these advertising approaches shape consumer preferences and purchase decisions. This technique, however, does not impress customers; their ideal marketing focuses on having the company highlight its strengths rather than highlighting what the other brand lacks.