How are Brands Successfully

Differentiated?

Means of Differentiation

Employee Differentiation

Channel Differentiation

Attained Competitive Advantage by

Direct-to-HomeDistribution Channel

Image Differentiation

Marlboro’s extraordinary market share is that it’s

‘Macho Cowboy’ image that resonated with cigarette-smoking public

Service differentiation

There are Three Levels,

Reliability

Resilience

Innovativeness

Emotional Branding

Came from the belief,Brand Positioning should have

Rational and Emotional components.

To be precise,

It should appeal to both the Heart and

to the Head.

Kevin Roberts, CEO-Saatchi & SaatchiIntroduced the term Lovemarks.

According to Kevin Roberts,Lovemarks results from the brand’s ability to achieve

Mystery,

Sensuality

and Intimacy,

Thus,

Market Share Share of Mind and Share of Heart

Hence,

For an Ideal Brand Positioning to Sustain,

Competitive Advantage should be

equal to Customer Advantage

Recap

• Employee Differentiation• Channel Differentiation• Image Differentiation• Service Differentiation• Emotional Branding• Lovemarks

Created by Sadhique K Kunhahamed, IIITD&M-K, during an internship by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com

Thank You