image differentiation

Image is a very important factor in the marketing of any brand. A differentiated image helps at standing out from the crowd. There are several factors that help a brand create a differentiated image. the image of any brand is created by a combination of several factors that include its logo, its atmosphere, marketing and advertising, events and personalities. Even the leaders and their personalities play a special role in creating the image of a brand. Some of the brands that have successfully differentiated and marketed their image are Starbucks, Apple and Google. A differentiated image also means higher brand recognition. However a differentiated brand image cannot be created so easily. However, if created it can become a critical source of competitive advantage.

Starbucks: Starbucks has successfully differentiated its image in the industry as a premium, customer friendly and ethical brand. All these factors make it highly popular and this becomes a source of competitive advantage. Part from premium quality products, it is known for ethical business and a customer friendly environment at its stores.

Apple: Apple has successfully differentiated its image as a high end technology brandthat caters to the high end consumers mainly. It does not charge low prices to maintain its premium image. This image also relates to the high quality of its products.

Google: Google has created the image of a user friendly brand. It is also one of the main reasons behind its popularity. From its search engine to its chrome browser, all are designed to provide a user friendly experience. In this way, image differentiation helps brands generate competitive advantage which is also sustainable. Differentiation can have several benefits. Read more about differentiation.