Can multiple brands within the same category establish the same association?
To reframe this question: what happens when two beer brands compete for the being the most relaxing Friday-night sip. In virtually any case, one brand wins and the other one loses. Consumers buy categories first. Brands second.
Implicit Marketing Research bears tremendous value in this regard. The method quantifies how Brand X is perceived in contrast with Brand Y and Z. It thus illuminates what makes your brand stand out, providing guidance for future branding activities.