Definition
Brand differentiation in advertising occurs when the key sales message:
- serves to differentiate the brand from the competition in a way that is demonstrated or proven
- makes a claim that only the advertised brand can make (that is, the message expresses a “point-of-difference” for the brand)
- is unique in that it emphasizes some new aspect of the product
See Also
Brand image
Brand loyalty
Brand positioning
Brand preference
References
- Research Systems Corporation (rsc). Guidelines for Judging Key Messages. Evansville, IN: Research Systems Corporation, 1989.