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Brand Gap - Essay Example

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Differentiation is among the five concepts used in bridging the gap. It is the reason why we identify quality with a brand because simply, the product is ingeniously…
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Brand Gap
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The Brand Gap Creativity and strategy are parallel paths that bring about the fundamental and dynamic change in branding. Differentiation is among the five concepts used in bridging the gap. It is the reason why we identify quality with a brand because simply, the product is ingeniously different and stands out from the crowd while standing in the crowd. Differentiation is being set apart from the rest who produce the same products, and this has been key in changing the game in selling a product. It is a common saying that normal is overrated and it is true in this case because the same doesn’t sell but different does. Coca-Cola for ages has been a brand that enjoyed its dominance until there was major competition. Pepsi came with something different and brought the issue of taste in the picture. There was a moment of strife and fight between the two companies and for a moment, the giant in soft drinks was about to lose its trusted market. It stood the test of time and proved branding is paramount in business foundation (Aaker 1). The beauty of branding things different leaves the image imprinted and subconsciously, it will be the product that will have the “charismatic brand”.
Works Cited
Aaker, Jennifer. Building Innovative Brands. Stanford, 2009. Web. 28 January, 2013.
http://faculty-gsb.stanford.edu/aaker/pages/documents/BIBRefresher20095weeks.pdf. Read More
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