CRAFTING THE BRAND

POSITIONING

3. How Are Brands Successfully Differentiated?

By Using Brand Mantras

It is the articulation of the heart and soul of the brandand is closely related to “core brand promise”.

Key Features Of Brand Mantras

COMMUNICATE

SIMPLIFY

INSPIRE

DIFFERENTIATION STRATEGIES

To build a strong brand and avoid the commodity trap, you must differentiateanything using competitive advantages.

MEANS OF DIFFERENTIATIONEmployee Differentiation:

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

Channel Differentiation:

Companies can more efficiently design their distribution channel’s expertiseand performance to make buying the products easier and rewarding.

Image Differentiation:Companies can craft compelling images that appeals to consumers’ social and psychological needs.

Services Differentiation:

Companies can design a better and faster delivery system that provides more efficient solutions to customers.

REMEMBER 3 LEVELS OF DIFFERENTIATION:

So, stand out and taste success!

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https://images.google.com/

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http://www.colourlovers.com/

Marketing Management : A South Asian Perspective 14th Edition (English)

CREDITS

That’s all!

Thank you!

Created by Aditya Goel, IIT Roorkee, during an internship by

Prof. Sameer Mathur,

IIM Lucknow.

www.IIMInternship.com