Since branding and marketing in general have experienced a dramatic increase of attention and improvement plus digitization transports scores of brands in no time, the brand differentiation has become a very complex and demanding endeavor

Include value add characteristics and offers into the brand well beyond the product features and benefits. A me-too brand will not survive nowadays or suffer eroding margins all the time. A brand that transports differentiating values into the market earns a premium and is bound to extend its life cycle.

Marketing EffectivenessMarketing Mix StrategyBrand Strategy, Protection & ManagementBrand & Value DevelopmentBrand Differentiation