How are brands successfully differentiated?

Means of Differentiation

Employee Differentiation

Companies can have better trained employees providing superior customer service.

Singapore Airlines has

differentiated itself because

of its flight attendants.

Channel Differentiation

Companies can more effectively and efficiently design their distribution channels’ coverage, expertise, and performance to make buying the product easier.

has differentiated itself because of its direct-to-

home channel.

Image Differentiation

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

Marlboro’s “macho cowboy” image has

struck a responsive chord with much of the

cigarette-smoking public.

Services Differentiation

A service company can differentiate itself by designing a better and faster delivery system .

Emotional Branding

Many marketing experts believe a good positioning should contain points-of-difference and points-of-parity that appeal both to head and to the heart.

Example

Summary

• Means of Differentiation:1.Employee Differentiation2.Channel Differentiation3.Image Differentiation4.Services Differentiation• Emotional Branding