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 Gob 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 brands
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