Differentiate Your Brand or Die for Nothing!

Differentiate your brand or Die for Nothing!

This brandling world has entered to into an era now where different brands are serving the different needs of the consumers according to their wants and demands. This diversification in consumer nature has enforced brands to offer multiple elements or points in their respective brands that many brands often collide at one particular stage where it becomes difficult for the consumer to differentiate amongst those brands.

Keeping this in mind it is necessary for the brands to establish their own unique image in the market which would differentiate them from their competitors hence becoming the choice of the consumers in open market. Each and every brand must have its own unique selling point (USP) which would help consumers to recognize and differentiate it from the others brands.

In differentiating process the brands must keep the two basic points in mind which helps in creating the brand and then differentiating it from the others. First one is Point of parity, PoP, which is actually the basic function or need similar to other brands in the market. This defines the purpose of the brand as well and it helps in identifying the competitors and the uncaptured market. Second one is to develop point of difference, PoD. Here the focus of the brand must be to create its own identity and offer something different from the rest of the brands already present in market. It is very important here to understand that for the brand to be successful it PoD must be from the PoP. For instance when Apple launched their computers, imac, they said “it’s not IBM” they went on and developed/ innovated their production line with different range of products which are now serving the needs of the different consumers in the market. Another example is of “Nike” they are renowned for their sportswear/ athletic outfits all over the world. Nike has taken the sporting world by storm and had provided complete range of sportswear in that particular area. Recently to cater for the Muslim athletes (female) Nike launched a full hijab sportswear so that Muslim athletes can take part in the competition freely while keeping their religious values intact.