How are brands successfully differentiated ?

1. How is a
Successfully
Differentiated ? Priyanka
IIT Kanpur

2. Means of
Differentiation

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

4. Well regarded in large
part 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 easier and more enjoyable

6. Achieved differentiated
positioning and
competitive advantage
through its direct-to-home
channel

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

8. Works hard to develop and
maintain a distinctive
image for its brand

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

10. Strong brands often seek to build on
their performance advantages to
strike an emotional chord with their
customers

11. Hence they use

12. Marketers of the brand
added an emotional
message “What we have
done is supplement the
rational with the
emotional”

13. Brand consultant Marc Gobé believes
emotional brands share three specific
traits:
1.Strong people-focused corporate culture
2.A distinctive communication style and
philosophy
3.A compelling emotional hook

14. Brands that are
lovemarks, according to
him, command both
respect and love and
result from a brand’s
ability to achieve
mystery, sensuality, and
intimacy

15. Recap
• Means of differentiation
• Use of differentiation by popular brands
• Role of emotional branding in brand
differentiation
• Emotional branding as seen by Marc Gobe
and Kevin Roberts