how are brands successfully differentiated?
TRANSCRIPT
Competitive advantage is a company’s ability to perform in ways that competitors cannot or will not match
Employee Differentiation
Acquire better- trained employeeswho provide superior customer service
Channel Differentiation
Design more effective and efficientdistribution channels more
Make buying the product more easier, enjoyable and rewarding
Eurochamp
Image Differentiation
Craft powerful, compelling images that
appeal to social and psychological needs ofthe consumers
Service Differentiation
Design a better and faster deliverysystem that provides more effective and
efficient solutions to consumers
Emotional Branding
Brand Positioning should also contain an Emotional component
Appeal both to head and heartof the customers
Mederma associated with self-esteemof women
Evoke trust, affection and strong loyalty
Become lovemakers by achieving
Sensuality Mystery Intimacy
Check if your brand has
Strong people-focused corporate culture
A distinctive communication style and philosophy
A compelling emotional hook
Recap
Competitive advantage
Means of differentiation
Emotional Branding
Created by
A.KruthikaIndian School of Mines, Dhanbad
During an internship with Prof. Sameer Mathur, IIM Lucknow.www.IIMInternship.com