What is it that will distinguish your brand from many others in the market!

1. How Are Brands Successfully
Differentiated?

2. COMPETITIVE ADVANTAGE
It is the company’s ability to
perform in one or more
ways that the competitors
cannot or will not match.

3. CUSTOMER ADVANTAGE
Sleep Comfort introduced Sleep Number beds,
which allow consumers to adjust the support
and fit of the mattress for optimal comfort.

4. Means of Differentiation
Swatch offer colourful,
fashionable watches

5. Progressive was the first auto insurance
company to sell direct to
consumers via the internet.

6. Means of differentiation
 Employee differentiation
 Channel Differentiation
 Image Differentiation
 Services Differentiation

7. EMOTIONAL BRANDING

8. Emotional Brands share 3 specific
Traits-
 1) Strong people-focused corporate culture
 2) A distinctive communication style and philosophy
 3) A compelling emotional hook.

9. Mystery
The brand draws together
stories, metaphors, dreams and
symbols.

10. Evokes
Sensuality

11. Creates Intimacy

12. 3 variables for analyzing potential
threats
 1) Share of Market
 2) Share of Mind
 3) Share of Heart

14. DISCLAIMER
Created by Ankur Agrawal, IIT Kanpur, during an internship by
Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com