The document discusses 4 main ways for brands to successfully differentiate themselves: 1) Employee differentiation through better trained employees who provide superior customer service. 2) Channel differentiation by more effectively designing distribution channels. 3) Image differentiation by crafting compelling images that appeal to consumers' social and psychological needs. 4) Service differentiation by designing a better and faster delivery system. A good brand positioning should contain points that appeal to both rational and emotional customer needs.

1. How Are
Brands
Successfully
Differentiated

2. Means of Differentiation
1. Employee Differentiation
2. Channel Differentiation
3. Image Differentiation
4. Service Differentiation

3. 1.
Employee
Differentiation

4. Companies can have better
trained employees who provide
superior customer service.

5. Well regarded
in large part
because of its
flight attendants

6. 2.
Channel
Differentiation

7. Companies can more effectively and
efficiently design their distribution
channels’ coverage, expertise, and
performance to make buying easier
and more enjoyable.

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

9. 3.
Image
Differentiation

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

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

12. 4.
Service
Differentiation

13. A service company can
differentiate itself by designing a
better and faster delivery system.

14. Emotional
Branding

15. A good positioning should contain points-of-
difference and points-of-parity that appeal
both to the head and to the heart.

16. 1.
Employee
Differentiation
2.
Channel
Differentiation
3.
Image
Differentiation
4.
Service
Differentiation
Recap!

17. Credits
Photos:
www.google.com
Content:
Marketing Management
A South Asian Perspective
- Philip Kotler
Presentation created by -
Rashmi Choudhary, IIT Bombay
During an internship by
Prof. Sameer Mathur, IIM Lucknow
http://www.iiminternship.com