The document discusses ways for companies to achieve competitive advantage through differentiation, including acquiring better-trained employees, designing more effective distribution channels, crafting compelling brand images, providing faster delivery systems, and incorporating emotional branding to appeal to customers' social and psychological needs. It emphasizes the importance of emotional branding by evoking trust, affection, and loyalty in customers and assessing if a brand has a strong people-focused culture and communication style.

2. Competitive advantage is a company’s ability to perform
in ways that competitors cannot or will not match

5. Employee Differentiation

6. Acquire better- trained employees
who provide superior customer service

7. Channel Differentiation

8. Design more effective and efficient
distribution channels more
Make buying the product more easier, enjoyable and rewarding
Eurochamp

9. Image Differentiation

10. Craft powerful, compelling images that
appeal to social and psychological needs of
the consumers

11. Service Differentiation

12. Design a better and faster delivery
system that provides more effective and
efficient solutions to consumers

13. Emotional Branding
Brand Positioning should also contain an
Emotional component

14. Appeal both to head and heart
of the customers

15. Mederma associated with self-esteem
of women

16. Evoke trust, affection and strong loyalty

17. Become lovemakers by achieving
 Sensuality
 Mystery
 Intimacy

18. Check if your brand has
Strong people-focused corporate culture
A distinctive communication style and philosophy
A compelling emotional hook

19. Recap
 Competitive advantage
 Means of differentiation
 Emotional Branding

20. Created by
A.Kruthika
Indian School of Mines, Dhanbad
During an internship with
Prof. Sameer Mathur,
IIM Lucknow.
www.IIMInternship.com