You are right, They are commodities, and commodities are where branding matters most. I guess I should differentiate two types of brands. There are category de

You are right, They are commodities, and commodities are where branding matters most. I guess I should differentiate two types of brands. There are category defining brands (i.e. Kleenex, Xerox, Google) and there are recognizable brands. The fact that you dont differentiate between avis, hertz, enterprise, and national, but exclude rent-a-wreck, which is almost always cheaper tells me that the commodity you are convinced you buy in price, is in fact driven by your perception of those brands. Being first in peoples minds is the BEST way to build a brand, but it's not the only way. The fact that Enterprise overtook Hertz as number one, even though they were late to the game...and the fact that you don't buy from only one brand, tells me that being first mover is not the only way to win a market. Although,to be fair, enterprise was a first mover in the "central business district" car rentals. I guess my point is that every business has the opportunity to define themselves in their own category, regardless of market conditions. That is the job of your branding. To create the perception that you are first.