Employee
Differentiation
Better Employee = Better Customer Service =
Better Brand Establishment

Example: Singapore
Airlines
• USP: Highly Trained
Employees For Best
Customer Service

Channel Differentiation
• Effective and efficient
distribution of channels’
coverage results in better
performance

Example: Eureka
Forbes
• Achieved competitve
advantage through direct-
to-home channel.

Image Differentiation
• Company image defines
customer perception. So it
must be designed keeping
in mind the psychology of
customers.

Service Differentiation
• 1. Reliability
• 2. Resilience
• 3. Innovation

Example: Domino’s
Pizza
• USP: 30 min. delivery
guarantee.

Emotional Branding
• Design of brands to exploit
human emotions