KOTLER CH9

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

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

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

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

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

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

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

9. Emotional Branding
• Design of brands to exploit
human emotions