How are brands successfully differentiated

Competitive advantage is a company’s ability to perform

in ways that competitors cannot or will not match

Employee Differentiation

Acquire better- trained employeeswho provide superior customer service

Channel Differentiation

Design more effective and

efficientdistribution channels more Make buying the product more easier, enjoyable and rewarding

Eurochamp

Image Differentiation

Craft powerful, compelling images that appeal to social and psychological needs of

the consumers

Service Differentiation

Design a better and faster delivery

system that provides more effective and

efficient solutions to consumers

Emotional Branding

Brand Positioning should also contain an Emotional component

Appeal both to head and heartof the customers

Mederma associated with self-esteem

of women

Evoke trust, affection and strong loyalty

Become lovemakers by achieving

Sensuality Mystery Intimacy

Check if your brand has

Strong people-focused corporate culture

A distinctive communication style and philosophy

A compelling emotional hook

Recap

Competitive advantage

Means of differentiation

Emotional Branding