How are brands successfully

Differentiated?

By Sanket Badhe

To build Strong

To avoid commoditytrap

Competitive advantage is a company's abilityTo perform in one or more ways that competitor Cannot or will not match.

Means of

Differentiation

Employee differentiation

Singapore flight attendant

Better trained Employs who provide Superior customer service

Channel differentiation

Eureka forbes direct to home channel

Effectively and efficiently Distribution channels’ coverage, Expertise and Performance

Image differentiation

Powerful and compelling Images that appeal to

customer’sSocial and psychological

need

Service differentiation •Reliability•Resilience•Innovativeness

Designing a better and faster delivery system

That provide more effective and efficient solution to consumer

Emotional branding

Brand positioning should have bothRational and emotional componentThat appeal both to the head and to the heart

That’s it

“Created by Sanket Badhe, IIT Roorkee, during an internship with Prof. Sameer Mathur, IIMLucknow, www.IIMInternship.com ”