Five Dimensions of product differentiation

It is no secret that branding simply refers to the process of establish differences and emphasizing the benefit of the particular product and or services. There are five different dimensions in establish the differences which include product, services, personnel, channel and image.

Each of the above dimensions or points of differences enable marketers to either establish the benefits or establish differences. Such differentiation is geared toward brand recognition as well as brand loyalty among end users as well as increase in overall market shares.

Looking at Silver Dollar jeans; in this case an assumed name and brand rather than actual Silver Dollar jeans product line, it is rather simple to use the previously named dimensions to establish and brand such product. For instance, the first step could be a campaign to associate the product with trendy and hip stars to establish uniqueness of the product. A similar approach could also entail staged stress tests such as spills or tear and wear simulation. The second step could include the emphasis on wide availability or deliverability by mobilizing the greatest number of point of distribution such as availability in many stores, online and catalog ordering possibilities. The third steps may include providing information about product and production personal; alternatively, the product could also be related to known and famous people. Channel and image dimension could simply include proper selection of techniques and modes of information distribution which may include utilization of product related venues as well targeting of new market segments by utilizing web 2.0 and social networking means.

Essentially, it is a question of market research as how to approach the marketing of a particular goods or services. The selection and utilization of five dimension of differentiation and the ultimate success of implementing such techniques is mostly depended on the reliability of available research and information.

The stakeholders, decision makers and end users will all benefit from proper and reliable multi dimensional research which may lead to greater and improved targeting of particular market segment which in turn may even result in greater effectiveness and efficiency as well as improved return on investment.

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