How are brands successfully differentiated
By :--- Priyanka Goyal MNNIT Allahabad
Every company faces the challenge of brand differentiation that promotes company’s growth and loyalty to the brand .
Strategic differentiation is the key.
The struggle of differentiation may take many form.
The brand’s differentiation strategy should change and evolve as the market matures and competition intensifies.
A company can differentiate its product either by taking competitive advantage or leverage able advantage
There are five brand differentiation strategy .
Differentiation Strategies
Product
Channel Image
Personnel
Product differentiation.
The strategy used to overwhelm the consumer with features and specifications to provide value proposition.
Image differentiation
Company can differentiate itself by its image or logo or a particular symbol.
Personnel differentiation
For example:---Singapore Airlines enjoys an excellent reputation in large part because of its flight attendants. McDonald people are courteous, IBM people are professional, and Disney people are up beat
Channel differentiation.
All the above differentiation comes under competitive advantage
Below are some leverage able advantage that can be used for brand differentiation.
Mobile operator make liberal use of this strategy (think 4G ,HSPA, WAP)
Technology differentiation
Created by PRIYANKA GOYAL,MNNIT ALLAHABAD ,during internship under prof. SAMEER MATHUR ,IIM LUCKNOW.