How are brands successfully differentiated?
Employee Differentiation
Companies can have better trained employees providing superior customer service.
Channel Differentiation
Companies can more effectively and efficiently design their distribution channels’ coverage, expertise, and performance to make buying the product easier.
Image Differentiation
Companies can craft powerful, compelling images that appeal to consumers’ social and psychological needs.
Marlboro’s “macho cowboy” image has
struck a responsive chord with much of the
cigarette-smoking public.
Services Differentiation
A service company can differentiate itself by designing a better and faster delivery system .
Emotional Branding
Many marketing experts believe a good positioning should contain points-of-difference and points-of-parity that appeal both to head and to the heart.
Summary
• Means of Differentiation:1.Employee Differentiation2.Channel Differentiation3.Image Differentiation4.Services Differentiation• Emotional Branding