How are brands successfully differentiated

HOW ARE BRANDS SUCCESSFULLY DIFFERENTIATED?

MEANS OF DIFFERENTIATIONS

1. Employee Differentiation

2.Channel Differentiation

3.Image Differentiation

4. Services Differentiation

Strong brands often seek to build on their performance advantages to strike an emotional chord with their customers

Marketers of the brand added an emotional message “What we have done is supplement the rational with the emotional”

Brand consultant Marc Gobé believes emotional brands share three specific traits-

1.Strong people-focused corporate culture2.A distinctive communication style and philosophy3.A compelling emotional hook

1 Means of differentiation 2 Use of differentiation by popular brands 3 Role of emotional branding in brand differentiation 4 Emotional branding as seen by Marc Gobe

RECAP

Created by Bhaskar Bora, NIT Silchar, during an internship by Prof. Sameer

Mathur, IIM Lucknow.www.IIMInternship.com

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