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The larger the number of firms and the smaller the degree of product differentiation, the
Competitors
Entities that compete within the same market, offering similar products or services to the same target audience.
Firm Capabilities
The unique abilities and resources a company possesses that enable it to achieve competitive advantage and perform effectively in the market.
Brand Identity
The collection of all elements that a company creates to portray the right image to its consumer, including visuals, messaging, and values that differentiate it from competitors.
Positioning
The strategic process of establishing a distinct brand identity and value proposition in the market and in the minds of consumers.
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