Now move on to the intangible benefits those

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Web Design: Introductory
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Chapter 3 / Exercise 4
Web Design: Introductory
Campbell/Shelly
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Now move on to the Intangible Benefits - those emotional, sub-conscious benefits you want your Brand to own. This includes things like status (Tiffany) or badge value (Virgin). It is these intangible benefits that are becoming the most important leverage for Brand dominance. 1. Your Brand must be perceived to be unique. To create a substantial differential advantage in your Brand, you must first create a point of difference in the way customers perceive your Brand - one that is so successfully unique in the minds of your customers that no other brand can substitute for it. Uniqueness does not in itself necessarily motivate traffic, sales or repeat visits. Nevertheless, it must be perceived as being unique, before any other values can be attached to it. 2. Your Brand must be important to your core customers. Many retailers assume that the most important benefit is Price. This is true for some customers, but for many others, Price is only the beginning and for most, it is an unsustainable competitive advantage. Competitive prices are the ‘greens fee’ that allows you to play in the game; but to win, you need much more, e.g. product mix, service, look, and marketing, all important options you need to re-examine to help determine where you want to dominate. 3. Your Brand’s point of difference must be delivered and sustained with style and substance. Together, these three factors will help you to achieve a compelling, competitive advantage that delivers a superior customer benefit and can only be challenged by the competition over a long period of time and at great cost. Some Options for Brand Differentiation: Lowest prices Full-service Biggest selection Newest, hottest, with it, in Best overall total experience • Status Most convenient, easiest Badge value Quick service Best overall value () The Differential Advantage and Branding Only few products are unique. Often the challenge lays in finding a way to differentiate your products from a rival’s near- identical offerings. The basic question says: “How can I get an advantage over the competition?” When your products are better than those of your competitors, and when customers recognize this superiority, you have a real advantage. Few organizations are in this position. Most find that there is a little or nothing to distinguish their own products from competitor’s. To gain competitive advantage, uncover not just differences but also attributes that customer’s value. Make sure the differences are meaningful to customers, so that your product is preferable to the others available. Often it is the little things that count. Customers may choose your product over a competitor’s identical product because they prefer your information or because you give them coffee while delivery of the information.
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Web Design: Introductory
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Chapter 3 / Exercise 4
Web Design: Introductory
Campbell/Shelly
Expert Verified

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