3. Evolving Low High Low High tangible differentiation intangible differentiation IMAGE BRAND UTILITY BRAND FUNCTIONAL BRAND EXPERIENCE BRAND Better (Functional) Products/Services or Reputation Better Imagery, Reputation Perceptions, Associations Better End-to-End Experience (from purchase to consumption) A Utility Brand Mike Colucci - Copyright
4. Low High Low High tangible differentiation intangible differentiation IMAGE BRAND UTILITY BRAND FUNCTIONAL BRAND EXPERIENCE BRAND (Adopt this strategy due to structural category changes – reduction in the number of competitors, barriers to entry discourage competition Better Imagery and Intangible Perceptions and Associations (Adopt this strategy if you lost your competitive, differentiating functional advantage) Better End-to-End Experience (from purchase to consumption) A Functional Brand Evolving Mike Colucci - Copyright
5. Low High Low High tangible differentiation intangible differentiation IMAGE BRAND UTILITY BRAND FUNCTIONAL BRAND EXPERIENCE BRAND (Adopt this strategy due to structural category changes – reduction in the number of competitors, category becomes supply-driven Better (Functional) Products/Services (Adopt this strategy if you gain a competitive, differentiating functional advantage) Better End-to-End Experience (from purchase to consumption) An Image Brand Evolving Mike Colucci - Copyright
6. Low High Low High tangible differentiation intangible differentiation IMAGE BRAND UTILITY BRAND FUNCTIONAL BRAND EXPERIENCE BRAND (Adopt this strategy due to structural category changes – reduction in the number of competitors, category becomes supply-driven Compete on Better (Functional) Products/Services (Adopt this strategy if you gain a competitive, differentiating functional advantage) Compete on Better Imagery, Perceptions and Associations (Adopt this strategy if you can no longer compete on an end-to-end client experience but have a good image/reputation that can set you apart) Evolving An Experience Brand Mike Colucci - Copyright
![Strategies Low High Low High tangible differentiation intangible differentiation IMAGE BRAND “ The Brand represents personal values” UTILITY BRAND “ The Brand represents a threshold of quality” FUNCTIONAL BRAND “ The Brand represents functional superiority” EXPERIENCE BRAND “ The Brand represents an experience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Dominant Brand Building … The How The Why Mike Colucci - Copyright](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)