How is a

Successfully Differentiated ? Priyanka

IIT Kanpur

Means of Differentiation

Employee Differentiation

Companies can have better trained employees who provide superior customer service.

Well regarded in large part because of its flight attendants

Channel Differentiation

Companies can more effectively and efficiently design their 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

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

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

Services Differentiation

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

Strong brands often seek to build on their performance advantages to strike an emotional chord with their customers

Hence they use

Marketers of the brand added an emotional message “What we have done is supplement the rational with the emotional”

Brand consultant Marc Gobé believes emotional brands share three specific traits:

1.Strong people-focused corporate culture 2.A distinctive communication style and

philosophy 3.A compelling emotional hook

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

Recap

• Means of differentiation • Use of differentiation by popular brands • Role of emotional branding in brand differentiation • Emotional branding as seen by Marc Gobe and Kevin Roberts