How are Brands successfully differentiated?
Defining three basics terms
perform in one
or more ways
can’t or won’t
hopes to endure
must be in the
Means of Differentiation
Companies can have better-trained employees
provide superior customer service.
Singapore airlines is well regarded
in large part because of its flight at
Companies can more effectively and deficiently design their dis
coverage and performance
to make buying the product easier and more enjoyable and rew
WELCOME THE FRIENDLY
INTO YOUR HOME
Companies can craft powerful, compelling images
that appeal to customer’s social and psychological needs.
image that struck
a responsive chord
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.
• creating better innovating system.innovativeness
“what we have to do is supplement the rational with the
Emotional Brands share three specific traits :
1. Strong people-focused corporate culture,
2. a distinctive communication style and philosophy,
3. a compelling emotional hook.
“Brands that lovemarks, command both respect and love
and result from a brand’s ability to achieve mystery, sensuality, and intimacy”
Saatchi & Saatchi, CEO