5. Channel Differentiation
Companies can more effectively and
efficiently design their distribution channels’
coverage, expertise, and performance to
make buying easier and more enjoyable
12. Marketers of the brand
added an emotional
message “What we have
done is supplement the
rational with the
emotional”
13. Brand consultant Marc Gobé believes
emotional brands share three specific
traits:
1.Strong people-focused corporate culture
2.A distinctive communication style and
philosophy
3.A compelling emotional hook
14. Brands that are
lovemarks, according to
him, command both
respect and love and
result from a brand’s
ability to achieve
mystery, sensuality, and
intimacy
15. Recap
• Means of differentiation
• Use of differentiation by popular brands
• Role of emotional branding in brand
differentiation
• Emotional branding as seen by Marc Gobe
and Kevin Roberts