Brand differentiation

Singapore airlines is well regarded

in large part because of its flight

attendants

Companies can more effectively and

efficiently design their distribution channels’

coverage, expertise and performance to make

buying the product easier and rewarding.

Eureka Fobes, marketers of vacuum cleaners and water

purifiers in India achieved a differentiated positioning

with its door-to-door salesman(Eurochamps)

Companies can craft powerful and

compelling images that appeal to

consumers’ social and psychological

needs

The macho cowboy

image of Marlboro

has struck a responsive

chord with much of the

cigarette smoking

public

Reliability,

Resilience and

Innovativeness are

the factors on which

brands differentiate

their services.

Good brand positioning needs points of

difference and points of parity which appeal

to both mind and the heart.

Thus the need for Emotional

Branding.

Brand consultant Marc Gobe believes

that emotional brands share these

specific traits

Kevin Roberts, CEO o Saatchi & Saatchi

believes that brands strive to be

lovemarks. So these brands have

http://www.buyskypro.com/blog/wp-content/uploads/2014/05/singapore-airlines.jpg

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https://www.flickr.com/photos/dade_f/6629706329/

http://fc02.deviantart.net/fs36/f/2008/264/3/6/Starbucks_Coffee_Sustaining_Ad_by_eathan28.jpg

https://www.flickr.com/photos/matthewgriff/5174952369/

http://img.e-marketing.fr/Img/BREVE/2014/1/232392/Marc-Gobe-disparition-designer-visionnaire-F.jpg

http://www.saatchisynergize.co.za/blog/wp-content/uploads/2015/05/Kevin-Roberts-Love.jpg

http://fc00.deviantart.net/fs71/f/2014/048/b/f/open_happiness_coke_poster_by_coolmango71-d76yfej.jpg

http://epaper.timesofindia.com/Repository/getimage.dll?path=TOIKM/2010/09/01/1/Img/Ad0010707.png

http://www.photoforbeginners.com/users/688/thm1024/1337269080_DSC_0011a.jpg

http://www.smartworld.it/wp-content/uploads/2015/02/coca-cola-166573.jpg

CREATED BY

P. VISHAL, IIT MADRAS

DURING AN INTERNSHIP

UNDER PROF. SAMEER

MATHUR, IIM LUCKNOW

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