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How are Brands successfully differentiated ?
Defining three basics terms
Competitive Advantage• company’s
abilities to perform in one or more ways that competitors can’t or won’t match.
Leverageable Advantage• company’s
hopes to endure must be in the business of continuously inventing new advantages.
Customer Advantage• Any
competitive advantages that satisfy the customer’s needs.
Means of Differentiation
Employee differentiation Channel differentiation Image differentiation Services differentiation
Employee differentiation
Companies can have better-trained employees who provide superior customer service.
Employee differentiation
Singapore airlines is well regarded in large part because of its flight attendants.
Channel differentiation
Companies can more effectively and deficiently design their distribution channel’s coverage and performanceto make buying the product easier and more enjoyable and rewarding.
Channel differentiation
WELCOME THE FRIENDLYEUROCHAMPINTO YOUR HOME
Image differentiation
Companies can craft powerful, compelling images that appeal to customer’s social and psychological needs.
Image differentiation image that struck a responsive chord
Service differentiation
Company can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers.
Service differentiationThree levels of differentiation
• on-time delivery, order completeness, and order-cycle time.reliability
• Better at handling emergencies, product recalls, and inquiries. resilience
• creating better innovating system.innovativeness
Emotional Branding
“what we have to do is supplement the rational with the emotional”
Emotional Brands share three specific traits :
1.Strong people-focused corporate culture,2. a distinctive communication style and philosophy,3. a compelling emotional hook.
Emotional Branding
Marc GobeBrand consultant
“Brands that lovemarks, command both respect and love and result from a brand’s ability to achieve mystery, sensuality, and intimacy”
Emotional Branding
Kevin RobertsSaatchi & Saatchi, CEO
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