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