Effective Marketing:

Differentiation Strategy

Brands and Brand Management

What Brands Mean To The Consumer and How To Manage Brands Properly

Vadim Kotelnikov personal logo Vadim Kotelnikov

Founder, Ten3 Business e-Coach Inspiration and Innovation unlimited!


"A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well."  ~ Jeff Bezos


Risks Perceived by Customers Brand Management Sustainable Competitive Advantage Brand Management: Strategic Brand Management, The Importance of Brand

Strategic Brand Management Process

Four Steps1

  1. Identifying and establishing brand positioning and values

  2. Planning and implementing brand marketing programs

  3. Measuring and interpreting brand performance

  4. Growing and sustaining brand equity

Advantages of Strong Brands1

  • Greater perceptions of product/service performance

  • Greater marketing communication effectiveness

  • Greater customer retention and loyalty

  • More appreciative customer response to price increases and decreases

  • Larger margins

  • Less vulnerability to competitive marketing actions

  • Less vulnerability to marketing crises

  • Greater trade cooperation and support

  • Possible licensing/franchising opportunities

  • Greater brand extension opportunities


Your Logo

Your logo should be:

  1. simple

  2. distinctive

  3. intuitive

See sample: Logo of the Ten3 Business e-Coach Design Secrets

New Product Development (NPD)

Shift To New Approaches: 7 Reasons

  • It's about customer wants, not heeds. Technological revolution provides customers with real power in the market. Today, the question of the utmost importance for brands is how to satisfy people who have an almost endless choice reinforced by instant access to global market... More

IDEO's Innovation Practice Tips

  • Think "verbs", not "nouns" in your product and service offerings so that you create wonderful experiences for everyone who comes into contact with your company or brand... More

Value-added Social Networks: Advertising Slogans Contests

Best Advertising Slogans for Fun4Biz.com

  • Don't twinkle, shine!

  • The Wonder Land of discoveries and fun!... More

Why Branding?

External: Branding seeks to distinguish your company, product or service from the competition and create a lasting impression in your prospect's mind.

"People want to express themselves through brands brands express a person's personality and the people they like to be with."   Jack Trout

Internal: Powerful brands increase employee satisfaction, loyalty, and achievement drive.

Differentiation Strategies

Brand Defined

According to the American Marketing Association (AMA), brand is a "name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition." Technically speaking, whenever a marketer creates a new name, logo, or symbol for a new product or service, he or she has created a brand.

The Power of a Brand

Marketing is not a battle of products, it's a battle of perceptions. The power of a brand lies in what resides in the minds of customers what they learned, felt, seen, and heard about the brand as a result of their experiences over time.

Customer Success 360

Keys To Branding Your Growing Business

By: Jay Lipe

Shaping your brand image: To start, consider first the personality of your company. Is it sexy or sweet? Tough or tender? Is it more like John Wayne or George Clooney or Andy Griffith? And if you think all this is hooey, consider these questions: Do Marlboros really taste better than other cigarettes? Is H&R Block superior to the tax accountant down the street? No, but a big reason these companies are leaders is because they have successfully built a personality around their brands... More

Buzz Marketing

Synergistic Selling: 3 Arts

Brand Equity

"Brand equity relates to the fact that different outcomes result from the marketing of a product or service because of its brand name or some other brand element that if that same product or service did not have that brand identification."1 It represents the marketing effects uniquely attributable to the brand and the added value endowed to a product or service as a result of past investments in the marketing activity for a brand. "Brand equity serves as the bridge between what happened to the brand in the past and what should happen to the brand in the future."1 ... More

 Case in Point  Ten3 Business e-Coach

The logo of the Ten3 Business e-Coach, a core component of  the Ten3 branding and differentiation strategy, was designed to meet the following criteria:

  • reflect the spirit of the Business e-Coach

  • be symbolic and intuitive (i.e. unlocking the unconscious mind)

  • be distinctive

  • catch eye

  • stay in memory

  • connect to different cultures

  • be adaptable so we could create customized logos for other Ten3 network members and franchisees.

See also Coway Doongjin Corporate Identity and Logo

Market Leadership Strategies

The Market Leader is dominant in its industry and has substantial market share. If you want to lead the market, you must be the industry leader in developing new business models and new products or services. You must be on the cutting edge of new technologies and innovative business processes. Your customer value proposition must offer a superior solution to a customers' problem, and your product must be well differentiated... More


 Discover much more in the


Strategic Brand Management...

Differentiation Step 1 in Building Your Brand...

Differentiating Strategies...

Developing a Differentiation Strategy: 4 Steps...

What You Must Know About Strategic Brand Management...

Public Relations Marketing...

Define Your Internal Core Marketing Message (CMM)...

Three R's of Marketing...

Three Stages of the Marketing Process...

Five Components of Marketing...

Credibility Marketing...

Emotional Marketing...

 Success Story  Procter & Gamble...

 Success Story  Half.com...

 Success Story  Coco Chanel...

 Success Story  Innovatel...

 Success Story  Innoball...

 Success Story  VVV...

 Success Story  Fun4Biz...





Winning Customers


  1. "Strategic Brand Management", Kevin Lane Keller

  2. "Right Side Up", Alan Mitchel

  3. "The 22 Immutable Laws of Marketing in Asia", Al Ries, Jack Trout and Paul Temporal

  4. Strategic Management, Vadim Kotelnikov

  5. Winning Customers, Vadim Kotelnikov

  6. "Creating, Winning, and Retaining Customers," Vadim Kotelnikov

  7. "Competitive Strategies," Vadim Kotelnikov


Free Micro-course

10 slides

Creative Marketing

Strategic Management

Competitive Strategies

3 Strategies of Market Leaders

Differentiation Strategies


Unique Selling Proposition (USP)

Advertising Slogans

Winning Customers

Marketing Strategy

The 22 Immutable Laws of Marketing

Marketing and Selling Quotes

Retaining Customers

Customers Will Usually Come Back If...

Customers for Life

Case Studies

Asian Home Gourmet Brand