Differentiating Brands

4. Singapore airlines is well regarded
in large part because of its flight
attendants

5. Companies can more effectively and
efficiently design their distribution channels’
coverage, expertise and performance to make
buying the product easier and rewarding.

6. Eureka Fobes, marketers of vacuum cleaners and water
purifiers in India achieved a differentiated positioning
with its door-to-door salesman(Eurochamps)

7. Companies can craft powerful and
compelling images that appeal to
consumers’social and psychological
needs

8. The macho cowboy
image of Marlboro
has struck a responsive
chord with much of the
cigarette smoking
public

9. Reliability,
Resilience and
Innovativeness are
the factors on which
brands differentiate
their services.

11. Good brand positioning needs points of
difference and points of parity which appeal
to both mind and the heart.
Thus the need for Emotional
Branding.

13. Brand consultant Marc Gobe believes
that emotional brands share these
specific traits

14. Kevin Roberts, CEO o Saatchi & Saatchi
believes that brands strive to be
lovemarks. So these brands have

16. 



17.  http://www.buyskypro.com/blog/wp-content/uploads/2014/05/singapore-airlines.jpg
 http://image.slidesharecdn.com/elpfgptwuploadversion-120229052008-phpapp01/95/eureka-forbes-
limited-5-728.jpg?cb=1330492882
 https://www.flickr.com/photos/dade_f/6629706329/
 http://fc02.deviantart.net/fs36/f/2008/264/3/6/Starbucks_Coffee_Sustaining_Ad_by_eathan28.jpg
 https://www.flickr.com/photos/matthewgriff/5174952369/
 http://img.e-marketing.fr/Img/BREVE/2014/1/232392/Marc-Gobe-disparition-designer-visionnaire-
F.jpg
 http://www.saatchisynergize.co.za/blog/wp-content/uploads/2015/05/Kevin-Roberts-Love.jpg
 http://fc00.deviantart.net/fs71/f/2014/048/b/f/open_happiness_coke_poster_by_coolmango71-
d76yfej.jpg
 http://epaper.timesofindia.com/Repository/getimage.dll?path=TOIKM/2010/09/01/1/Img/Ad0010707
.png
 http://www.photoforbeginners.com/users/688/thm1024/1337269080_DSC_0011a.jpg
 http://www.smartworld.it/wp-content/uploads/2015/02/coca-cola-166573.jpg

18. CREATED BY
P.VISHAL, IIT MADRAS
DURING AN INTERNSHIP
UNDER PROF. SAMEER
MATHUR, IIM LUCKNOW
WWW.IIMINTERNSHIP.COM