These slides are based on brand differentiation.

3. 3
Competitive
Advantage
..a company’s ability
to perform in one or
more ways that
competitors cannot
or will not match

8. 1.
Employee
Differentiation
2.
Channel
Differentiation
3.
Image
Differentiation
4.
Service
Differentiation
Differentiation!

11. Singapore airlines is well regarded in large
part becauseof its flight attendants

12. Companies can more effectively and
efficiently designtheir distribution
channels’ coverage, expertise, and
performance to make buying easier
and more enjoyable.

13. Eureka Fobes, marketers of vacuum cleaners and water
purifiers in India achieved a differentiated positioning
with its door-to-door salesman(Eurochamps)

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

16. The macho cowboy
image of Marlboro
has struck a responsive
chord with muchof the
cigarette-smoking
public

17. A service company can
differentiate itself by designing a
betterandfaster delivery system.

18. Reliability,
Resilience and
Innovativeness are
the factors on which
brands differentiate
their services.

22. 1.
Employee
Differentiation
2.
Channel
Differentiation
3.
Image
Differentiation
4.
Service
Differentiation
Recap!