Free ebook on brand differentiation
Brand differentiation builds advantaged brands get the free ebook
Every marketer has sleepless nights over –
· what makes us better than other brands?
· why will the consumer buy us?
· What do we offer that no one else can?
3 concepts are key to these questions
1. BRAND DIFFERENTIATION: I am better than the rest for a certain set of consumer needs
2. COMPETITIVE ADVANTAGE: The way I make, deliver, and sell, is better than the rest
3. BRAND DISTINCTIVENESS: I am recognizable in a way that is unique to me
I started writing about this and soon I had 50 pages – too long for a blog and too short for a book.
That’s why an E-Book.
Here is a glimpse of the chapters.
Ch1: Differentiation: all the ways in which a brand is better than the rest for a set of needs. Concepts: marginal utility, marginal benefit, buyer’s remorse.
Ch2: Maintaining differentiation over repeated purchases strengthens a brand. Examples of brands that have lost or gained differentiation over time.
Ch3: Competitive advantage is when the system makes and sells in a way that is better than competition.
Ch4: What comes first – brand differentiation or competitive advantage?
Ch5: Designing Brand Differentiation – McKinsey model to illustrate how to design brand differentiation.
Ch6: Communicating brand differentiation – how to focus on benefits, not the technology while communicating brand differentiation.
Ch7: Distinctiveness is a set of identifiable characteristics of a brand. Illustrated with examples.
Ch8: Human Brain– How the human brain processes differentiation and distinctiveness.
Ch9: Bringing it all together, by exploring the competitive advantage, differentiation and distinctiveness of Gandhi, Princess Diana and Amitabh Bachchan
by downloading the ebook, you also automatically sign up for the free fortnightly newsletter.