Presented by,

ABINASH
AMARNATH
CAROLIN JENISHA.J
HARINI
 Brand differentiation is the means by which a
brand is set apart from the competition, by
associating a superior performing aspect of the
brand with multiple customer benefits.
 Brand differentiation doesn’t necessarily have
to target a company’s advertising campaign, it
can come in several forms, including the way of
packaging the products and incorporating new
functional features into the product.
Price Differently

 Varying the price of

products or services
from the
competition can be an
effective differentiation
strategy.
 It can be either the
economy bestseller with a
low price, or a premium
brand with a high price –
such as Starbucks, which
prices coffee higher to
increase perceived quality.
Be the Expert
If a brand is the best at something in that
particular industry, it can differentiated by
focusing on its expertise. Domino’s Pizza provides
differentiation through its expert home delivery and
30-minute guarantee.
Make it Convenient
Convenience can be a big brand
differentiator. Something that makes life easier for
its customers will make you more desirable than the
competition. Amazon is the obvious example.
Appeal to Emotions
A brand can stand out by delivering an emotional
experience that’s associated with that product or
service. Coca-Cola capitalizes on emotional appeal by
branding their products as happy, implying its the maker of
joy and harmony. Everything Coca-Cola does from a strategic
branding perspective is to associate the brand with ‘happy
occasions’.
Link to an Occasion
Another way to
differentiate a brand is
to build up the brand’s
association with a
particular occasion or
celebration. Cadbury’s is
synonymous with Valentines
day celebrations.
Provide Higher Quality
Luxury brands are able to command premium
pricing through an emphasis on higher quality
products – either actual or perceived. Providing
luxury is an automatic brand differentiator for most
markets.