How are brands successfully
Differentiated?
By Sanket Badhe
To avoid commoditytrap
Competitive advantage is a company's abilityTo perform in one or more ways that competitor Cannot or will not match.
Means of
Differentiation
Employee differentiation
Singapore flight attendant
Better trained Employs who provide Superior customer service
Channel differentiation
Eureka forbes direct to home channel
Effectively and efficiently Distribution channels’ coverage, Expertise and Performance
Image differentiation
Powerful and compelling Images that appeal to
customer’sSocial and psychological
need
Service differentiation •Reliability•Resilience•Innovativeness
Designing a better and faster delivery system
That provide more effective and efficient solution to consumer
Emotional branding
Brand positioning should have bothRational and emotional componentThat appeal both to the head and to the heart
“Created by Sanket Badhe, IIT Roorkee, during an internship with Prof. Sameer Mathur, IIMLucknow, www.IIMInternship.com ”