This document discusses ways that brands can differentiate themselves from competitors. It defines competitive advantage as abilities a company has that competitors cannot match, leveragable advantage as continuous invention of new advantages, and customer advantage as satisfying customer needs. Means of differentiation include having better trained employees, more effective distribution channels, compelling brand images, and superior service. Employee differentiation is exemplified by Singapore Airlines' excellent customer service. Channel differentiation makes buying easier and more rewarding. Image differentiation appeals to social and psychological needs. Service differentiation offers faster, more effective solutions. Emotional branding supplements rational attributes with emotional connections through strong corporate culture, distinctive communication, and a compelling emotional hook.

1. craftingtheBrandPositio
How are Brands successfully differentiated?

2. Defining three basics terms
Competitive
Advantage
• company’s
abilities to
perform in one
or more ways
that competitors
can’t or won’t
match.
Leverageable
Advantage
• company’s
hopes to endure
must be in the
business of
continuously
inventing new
advantages.
Customer
Advantage
• Any
competitive
advantages that
satisfy the
customer’s
needs.

3. Means of Differentiation
Employee differentiation
Channel differentiation
Image differentiation
Services differentiation

4. Employee differentiation
Companies can have better-trained employees
provide superior customer service.

5. Employee differentiation
Singapore airlines is well regarded
in large part because of its flight at

6. Channel differentiation
Companies can more effectively and deficiently design their dis
coverage and performance
to make buying the product easier and more enjoyable and rew

7. Channel differentiation
WELCOME THE FRIENDLY
EUROCHAMP
INTO YOUR HOME

8. Image differentiation
Companies can craft powerful, compelling images
that appeal to customer’s social and psychological needs.

9. Image differentiation
image that struck
a responsive chord

10. Service differentiation
Company can differentiate itself by designing a better and faster delivery system
that provides more effective and efficient solutions to consumers.

11. Service differentiationThree levels of differentiation
• on-time delivery, order
completeness, and order-cycle time.reliability
• Better at handling emergencies,
product recalls, and inquiries.
resilience
• creating better innovating system.innovativeness

12. Emotional Branding
“what we have to do is supplement the rational with the

13. Emotional Brands share three specific traits :
1. Strong people-focused corporate culture,
2. a distinctive communication style and philosophy,
3. a compelling emotional hook.
Emotional Branding
Marc Gobe
Brand consultant

14. “Brands that lovemarks, command both respect and love
and result from a brand’s ability to achieve mystery, sensuality, and intimacy”
Emotional Branding
Kevin Roberts
Saatchi & Saatchi, CEO