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How are brands successfully differentiated
1.
How Are Brands Successfully Differentiated
2.
Means of Differentiation 1.
Employee Differentiation 2. Channel Differentiation 3. Image Differentiation 4. Service Differentiation
3.
1. Employee Differentiation
4.
Companies can have
better trained employees who provide superior customer service.
5.
Well regarded in large
part because of its flight attendants
6.
2. Channel Differentiation
7.
Companies can more
effectively and efficiently design their distribution channels’ coverage, expertise, and performance to make buying easier and more enjoyable.
8.
Achieved differentiated positioning and competitive advantage through its
direct-to-home channel
9.
3. Image Differentiation
10.
Companies can craft
powerful, compelling images that appeal to consumers’ social and psychological needs.
11.
Works hard to develop
and maintain a distinctive image for its brand
12.
4. Service Differentiation
13.
A service company
can differentiate itself by designing a better and faster delivery system.
14.
Emotional Branding
15.
A good positioning
should contain points-of- difference and points-of-parity that appeal both to the head and to the heart.
16.
1. Employee Differentiation 2. Channel Differentiation 3. Image Differentiation 4. Service Differentiation Recap!
17.
Credits Photos: www.google.com Content: Marketing Management A South
Asian Perspective - Philip Kotler Presentation created by - Rashmi Choudhary, IIT Bombay During an internship by Prof. Sameer Mathur, IIM Lucknow http://www.iiminternship.com
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