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.