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

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