Focus on benefits instead of features. Features are what the product does, while benefits are what the product does for the customer in terms of outcomes it enables.There are three types of benefits:<ol><li>Functional - what the product does</li><li>Economic - what it means in time and money</li><li>Emotional - how it makes you feel</li></ol>Technology brands with powerful emotional connections with their customers can apply significant price premiums and insulate themselves from feature-based competition. Apple and Samsung are examples of such brands.

Branding in technology markets

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

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Marketing & Sales

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Business

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Startups

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Books

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: <ul> <li>The latest thinking on key branding concepts, including brand positioning and design</li> <li>Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio</li> <li>Techniques for building a brand-centered organization</li> <li>Insights from senior managers who have fought branding battles and won</li> </ul> This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

Alice M. Tybout

Tim Calkins

Kellogg on Branding

Ovidiu Podariu's Key Ideas from Kellogg on Branding
by Alice M. Tybout

Branding in technology markets

Ovidiu Podariu's ideas are part of this journey:

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Ovidiu Podariu's Key Ideas from Kellogg on Brandingby Alice M. Tybout

Branding in technology markets

Ovidiu Podariu's ideas are part of this journey:

Related collections

Discover Key Ideas from Books on Similar Topics

Ovidiu Podariu's Key Ideas from Kellogg on Branding
by Alice M. Tybout