Post on 18-Aug-2015
FIVE DIFFERENTIATION STRATEGIES :
Services Differentiation
Image Differentiation
Channel Differentiation
Employee Differentiation
CHANNEL DIFFERENTIATION
Ford managed to be a brand that was most talked about both online and offline. Ford’s online success could be due in part to its Fiesta campaign in 2010, when the company recruited influential bloggers to test drive its cars. Ford’s offline success could be motivated by the fact that when consumers discuss what cars to purchase, they turn to their network of peers on a one-off basis offline to solicit input.
IMAGE DIFFERENTIATION
Ready made apparel and accessory brands work hard to develop and maintain distinctive images for their brands.
A picture of Allen Solly’s Apparel is shown
CREATING AN EMOTIONAL CONNECTION IS KEY
If customers are engaged with and emotionally connected to a brand, they will:
• Seek it out
• Interact with it
• Stay with it over time
Regardless of whether the product is tangible or intangible.
SUMMARY
The key to competitive advantage is relevant brand differentiation.
Consumers must find something unique and meaningful about a market offering.
Emotional branding is becoming an important way to connect with customers and create differentiation from competitors.
Created by Vaishnavi Ketharnathan, SVCE Chennai, during an internship by Prof.
Sameer Mathur, IIM Lucknow.
www.IIMInternship.com