Marketing91

  • Home
  • Discounts and Deals
    • Marketing Tools Discounts
    • Financial Tools Discounts
  • Brands Analysis
    • Competitors
    • Top Brands Lists
    • SWOT of Brands
    • Brand Ownership
Home » Strategy » Image differentiation

Image differentiation

December 29, 2017 | By Hitesh Bhasin | Filed Under: Strategy

Image differentiation

A person responds differently to company and brand images. Identity comprises the ways that a company aims to identify or position itself or its product, whereas image is the way the public perceives the company or its products. Image is affected by many factors beyond the company’s control.

Image differentiation

For example, Nike mainstream popularity turns off 12-to-24-years-olds, who prefers Airwalk and other alternative brands that convey more extreme sports image. Hence Image differentiation is important for a company or product. An effective image establishes the product’s character and value proposition, it conveys this character in a distinctive way and it delivers emotional power beyond a mental image. For image differentiation to work, it must be conveyed through every available communication vehicle and brand contact, including logos, media and special events.

Some Important Points wrt to Image differentiation are:

1.Great companies are significantly better, not just a little better
2.”Differentiate products, not devices”
3.The most dangerous and quickest evaporating differentiation is lower price unsupported by lower costs
4.High tech buying decisions are based on cold hard logic and rational analysis – except where information overloaded buyers are concerned
5.Real product differentials plus good promotion is a powerful influence
6.Complexities make it easier for products to be different, but harder for customers to know the differences
7. Complexity plus standardization tends to make high tech products seem similar to most buyers
8.It takes time to learn the subtle distinctions between complex products, sometime on minor technical details And, if the differences don’t exist in the customer’s mind, they do not exist
9.The “differences must make a difference”

Personnel differentiation
Companies can gain a strong competitive advantage through having better-trained people. Singapore Airlines enjoys an excellent reputation in large part because of its fight attendants. The McDonald’s people are courteous, the IBM people are professional and the Disney people are upbeat. The sales forces of such companies as General Electric, Cisco, Frito-Lay, and Northwestern Mutual life enjoy an excellent reputation. Well- trained personnel exhibit six characteristics: competence, courtesy, credibility, reliability, responsiveness and communication.

Liked this post? Check out the complete series on Strategy

Also Read  The Top 10 Strategy Framework for Businesses Explained

Related posts:

  1. Product Differentiation
  2. Differentiation strategy definition
  3. What is Strategy Implementation? A 2025 Guide With Steps & Tips
  4. Opportunity Analysis
  5. What is Vrio Analysis? 4 Question Vrio Framework Explained
  6. What is the Hedgehog Concept?
  7. What is the CAGE Framework ? Cage Analysis Explained
  8. Strategic Groups Definition – Meaning And Examples
  9. Developing a Personal Vision
  10. Discontinuous Innovation – Definition, Pros and Cons

About Hitesh Bhasin

Hitesh Bhasin is the Founder of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

All Knowledge Banks (Hub Pages)

  1. Marketing Hub
  2. Management Hub
  3. Marketing Strategy
  4. Advertising Hub
  5. Branding Hub
  6. Market Research
  7. Small Business Marketing
  8. Sales and Selling
  9. Marketing Careers
  1. Internet Marketing
  2. Business Model of Brands
  3. Marketing Mix of Brands
  4. Brand Competitors
  5. Strategy of Brands
  6. SWOT of Brands
  7. Customer Management
  8. Top 10 Lists
Not found what you are looking for? Search this website.

Comments

  1. Harmony hewitt says

    How would you use image differentiation in marketing a beverage

  2. ASHISH RANJAN says

    An airline offering special lounge for waiting is an example of Differentiation through Brand image isnt it?

Advertisement
Recent Posts
  • Helium 10 35% Off Coupon Code on Monthly Plans
  • Best Semrush Alternatives in 2025: 10 Top Competitors Compared
  • 3 Crucial Tools for Digital Acquisition Marketing – All for Free
  • Best Prop Firms for US Traders in 2025
  • eSIM Solutions That Save Big on Business Travel Expenses
Advertisement
Strategic Marketing Module 7 to 9
Module 7: Navigating Competitive Landscapes
  1. Backward Integration
  2. Bargaining Power
  3. Barriers To Entry
  4. Barriers To Exit
  5. Cost Advantage
  6. Image Differentiation
  7. Impact Of Environment
  8. Social Impact
  9. Volume Discount
  10. Planned Obsolescence
  11. Price Discrimination
  12. Primary Industry
  13. Secondary Industry
  14. Entering International Market
  15. Transnational Strategy
  16. Loss Leader
  17. Competitive Parity
  18. Competitive Strategy
  19. Core Competencies
  20. Technology Competence
  21. Disruptive Technology
  22. Discontinuous Innovation
  23. Money Back Guarantee
Module 8: Strategy and Sustainability
  1. Corporate Social Responsibility
  2. Green Business Strategies
  3. Sustainable Competitive Advantage
  4. Sustainability
  5. Sustainable Business
  6. Sustainable Marketing
  7. Harvesting Strategy
Module 9: Insights
  1. Dynamic Capabilities
  2. Scenario Planning
  3. School Of Thoughts
  4. Strategy And Tactics
  5. Importance Of Innovation

Marketing91

ABOUT THIS WEBSITE:

  • About Marketing91
  • Marketing91 Team
  • Sitemap
  • Contact us
  • Advertise with us
 

LEGAL NOTICES:

  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Editorial Policy
  • Terms of Use
Marketing91 - Discounts and Coupon Codes on Best Online Tools

Copyright © 2009 - 2025 Marketing91 All Rights Reserved