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How are Brands successfully differentiated ?

Defining three basics terms

Competitive Advantage• company’s

abilities to perform in one or more ways that competitors can’t or won’t match.

Leverageable Advantage• company’s

hopes to endure must be in the business of continuously inventing new advantages.

Customer Advantage• Any

competitive advantages that satisfy the customer’s needs.

Means of Differentiation

Employee differentiation Channel differentiation Image differentiation Services differentiation

Employee differentiation

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

Employee differentiation

Singapore airlines is well regarded in large part because of its flight attendants.

Channel differentiation

Companies can more effectively and deficiently design their distribution channel’s coverage and performanceto make buying the product easier and more enjoyable and rewarding.

Channel differentiation

WELCOME THE FRIENDLYEUROCHAMPINTO YOUR HOME

Image differentiation

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

Image differentiation image that struck a responsive chord

Service differentiation

Company can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers.

Service differentiationThree levels of differentiation

• on-time delivery, order completeness, and order-cycle time.reliability

• Better at handling emergencies, product recalls, and inquiries. resilience

• creating better innovating system.innovativeness

Emotional Branding

“what we have to do is supplement the rational with the emotional”

Emotional Brands share three specific traits :

1.Strong people-focused corporate culture,2. a distinctive communication style and philosophy,3. a compelling emotional hook.

Emotional Branding

Marc GobeBrand consultant

“Brands that lovemarks, command both respect and love and result from a brand’s ability to achieve mystery, sensuality, and intimacy”

Emotional Branding

Kevin RobertsSaatchi & Saatchi, CEO