Differentiated Brands Show That CompaniesDifferentiated Brands Show That Companies. E-book. Formato EPUB - 9791222461762

These brands were the first in their product categories and dominated that market from the start. Other brands are latecomers, striving to achieve success through differentiation. They produce an existing product like a watch or a battery and attempt to market their product in a completely different way from the brands that dominate the market.
Typically, these brands work by contrasting themselves with the market leader. For example, Pepsi created a brand personality that is completely opposite to Coca-Cola. Rolex is considered a luxury watch brand, so Timex positions itself as a brand for everyone. When Hush Puppies appeared on the market, most shoe manufacturers at that time only produced conventional and inconvenient shoes, so Hush Puppies designed shoes around the concept of "convenience". profit".
Differentiated brands show that companies can enter an already established market and still succeed by differentiating themselves from competitors, rather than following them. These brands often focus attention on a clear message or word such as: "pure" (Evian mineral water), "export" (Heineken beer) or "health" (Danone mineral water). and constantly repeat this message to create a unique and completely different brand personality.
Sometimes, a clearly distinct brand personality can turn a latecomer into a market leader, as in the case of Duracell or Evian. In other cases, such as Pepsi or Heineken, these brands are satisfied with second or third position in the market. Anyway, if they maintain their differences, these brands can always survive and develop in the face of increasingly fiercer competitive pressure.