HOW IS A

SUCCESSFULLY

DIFFERENTIATED?

BRAND

WHY DIFFERNTIATION?

• To build a strong brand• To avoid the commodity trap

DIFFERENTIATION

MEANING OF

Employee Differentiation

Better trained employees providing superior customer service.

Well regarded in large part because of its flight attendants

Channel Differentiation

Effectively and efficiently designing the distribution channels’ coverage, expertise, and performance to make buying easier and more enjoyable.

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

Image Differentiation

Crafting powerful, compelling images that appeal to consumers’ social and psychological needs.

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

Service Differentiation

Designing a better and faster delivery system

Delivers its products right at the doorstep of the customers

EMOTIONAL BRANDING

• Brand positioning should have both rational and emotional components

• It should appeal to both head and to heart• Strike an emotional chord with the costumer.

“What we have done is supplement the rational with the emotional”

Emotional message:

According to Marc Gobé, Emotional brands share threespecific traits:

1. Strong people-focused corporate culture

2. A distinctive communication style and philosophy

3. A compelling emotional hook

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

According to Kevin Roberts,

RECAP

• Why differentiation? • Means of differentiation• Use of differentiation by popular brands• Emotional branding • Emotional branding as seen by Marc Gobe and Kevin Roberts

These slides were created by

Arushi Agrawal, IIT Kanpur, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow

(See www.IIMInternship.com )