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Differentiating a Brand

Customers will try to discern the differences between one company and its competitors, particularly the promises they make and their abilities to fulfill promises. Figure E1.2 illustrates many of the factors that will have an impact on your brand. A company can dominate only one area of business: price, access, product, service, or experience (as many well-respected businesspeople have said). A company may excel at one or more other areas, but because of human limitations it cannot dominate all the areas. If you establish an important and unique brand value, customers are more likely to remember that value when they need it.

Figure E1.2. A good branding statement results from the intertwining of many factors.



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