Brand Differentiation

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

 

References

1. research systems corporation (rsc). Guidelines for Judging Key Messages. Evansville, IN: research systems corporation, 1989.