How are brands successfully differentiated

How Are Brands Successfully Differentiated

Means of Differentiation

1. Employee Differentiation 2. Channel Differentiation3. Image Differentiation4. Service Differentiation

1. Employee Differentiation

Companies can have better trained employees who provide superior customer service.

Well regarded in large part because of its flight attendants

2. Channel Differentiation

Companies can more effectively and efficiently design their distribution channels’ coverage, expertise, and performance to make buying easier and more enjoyable.

Achieved differentiated positioning and competitive advantage through its direct-to-home channel

3. Image Differentiation

Companies can craft powerful, compelling images that appeal to consumers’ social and psychological needs.

Works hard to develop and maintain a distinctive image for its brand

4. Service Differentiation

A service company can differentiate itself by designing a better and faster delivery system.

Emotional Branding

A good positioning should contain points-of-difference and points-of-parity that appeal both to the head and to the heart.

1. EmployeeDifferentiation

2. ChannelDifferentiation

3. Image Differentiation

4. Service Differentiation

Recap!

Credits

Photos:www.google.com

Content:Marketing ManagementA South Asian Perspective

- Philip Kotler

Presentation created by - Rashmi Choudhary, IIT Bombay

During an internship by Prof. Sameer Mathur, IIM Lucknow http://www.iiminternship.com