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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 38. Is your brand different? If not, why will someone buy it?

A brand has a special meaning when it is unique. By being unique, a brand is differentiated from others and is, therefore, more memorable. Consumers utilize the brand to assist them in distinguishing products and services. As such, if your brand does not communicate the difference you provide, the consumer will see little reason other than price to purchase it.

Many marketers tend to look at competitors and try to mimic the success a competitor has. When a brand is not differentiated, it does not own a unique position in the consumer’s mind. As such, it becomes difficult for a copy cat brand to earn the respect and a sale from the consumer.

It is not just copying a competitor ...

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