Channel Differentiation
Effectively and efficiently designing the distribution channels’ coverage, expertise, and performance to make buying easier and more enjoyable.
Image Differentiation
Crafting powerful, compelling images that appeal to consumers’ social and psychological needs.
• Brand positioning should have both rational and emotional components
• It should appeal to both head and to heart• Strike an emotional chord with the costumer.
According to Marc Gobé, Emotional brands share threespecific traits:
1. Strong people-focused corporate culture
2. A distinctive communication style and philosophy
3. A compelling emotional hook
Brands that are lovemarks, command both respect and love and result from a brand’s ability to achieve mystery, sensuality, and intimacy
According to Kevin Roberts,
RECAP
• Why differentiation? • Means of differentiation• Use of differentiation by popular brands• Emotional branding • Emotional branding as seen by Marc Gobe and Kevin Roberts
These slides were created by
Arushi Agrawal, IIT Kanpur, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com )
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