This document discusses various strategies for differentiating a company, including through employees, channels, image, services, and emotional branding. It notes that differentiation strategies should be compelling to consumers and related to product/service aspects. Employee differentiation involves well-trained staff providing superior customer service. Channel differentiation makes purchasing easier through effective distribution. Image differentiation appeals to social/psychological needs. Service differentiation offers faster, more effective solutions. Emotional branding relies on an authentic people-focused culture and compelling emotional hook to gain mind share, heart share, and ultimately market share.

1. Differentiation
strategies

2. Means of differentiation
 Should be compelling to consumers
 Related to aspects of the product and services

3. Means of
differentiation
Employee
Channel
Image
Services

4. Employee differentiation
 Companies should have better trained employees who can provide
superior customer service.

5. Channel Differentiation
 Effective and efficient design of distribution channels’ coverage,
expertise, and performance can make buying of product easier
and more enjoyable and rewarding.

6. Image differentiation
 Companies should craft powerful, compelling images that appeal
to consumers’ social and psychological needs

7. Services Differentiation
A service company can differentiate itself by designing a better and
faster delivery system that provides more effective and efficient
solutions to consumers.
There are three level of differentiation :
 Reliability
 Resilience
 Innovativeness

8. Emotional branding
It can also be a tool of differentiation
 A person’s emotional response to a brand and its marketing will
depend on brand’s authenticity.

9. Emotional branding
Three specific traits are :
 Strong people-focused corporate culture
 A distinctive communication style and philosophy
 A compelling emotional hook

10. Emotional branding
Potential threats posed by competitors:
 Share of market
 Share of mind
 Share of heart

11. “
”
Companies that make
steady gains in mind share
and heart share will
inevitably make gains in
market share and
profitability

12. Revision: Means of differentiation
Means of
differentiation
Employee
Channel
Image
Services

13. Shreya Shwetima
From- IIT Bombay

14. Thank you