Nous proposons une revue critique des modèles de structure de marché et de concurrence entre les marques. Nous nous concentrons sur les modèles les plus utilisés et largement développés dans la littérature et nous plaçons du point de vue de l'utilisateur. Nous explorons en particulier trois domaines : le type de données, les mesures de concurrence mises en œuvre et l'interprétation des résultats. Nous montrons que les principaux modèles souffrent de limites qui méritent d'être mises en évidence pour une meilleure compréhension et utilisation des résultats.
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