With this presentation you will learn how to differentiate your brand from the crowd.

1. How are brands successfully differentiated?

2. Means of Differentiation

3. Employee Differentiation
Companies can have better trained employees
providing superior customer service.

4. Singapore
Airlines has
differentiated
itself because
of its flight
attendants.

5. Channel Differentiation
Companies can more effectively and efficiently design
their distribution channels’ coverage, expertise, and
performance to make buying the product easier.

6. has differentiated itself
because of its direct-to-
home channel.

7. Image Differentiation
Companies can craft powerful, compelling images that
appeal to consumers’ social and psychological needs.

8. Marlboro’s “macho
cowboy” image has
struck a responsive chord
with much of the
cigarette-smoking public.

9. Services Differentiation
A service company can differentiate itself by designing
a better and faster delivery system .

10. Emotional Branding
Many marketing experts
believe a good positioning
should contain points-of-
difference and points-of-parity
that appeal both to head and
to the heart.

11. Example

12. Summary
• Means of Differentiation:
1.Employee Differentiation
2.Channel Differentiation
3.Image Differentiation
4.Services Differentiation
• Emotional Branding