The creation of value in all aspects of product-service (essential, enhanced and plus) is an effort that began global brands, however, increasingly been applied in various businesses, different sizes and from different countries. And it is no longer enough to have a good product as such (a tangible or intangible), but we must also design appropriate strategies to achieve
"distinguish" the competition.
One mistake some companies is to indicate that competitive advantage is the quality of their product or the quality of customer service. These two examples are part of something larger, a vision, that is, how we see in the future .. today.
a distinct competitive advantage, is one that allows us to be perceived by the customer / consumer and a company that not only meets your needs but gives something more to your preference. It is not copyable or very difficult to do, expensive and requires time and resources to doing an analysis of market attractiveness, competitive edge, can discourage the
competitors. Building a powerful brand is a distinctive competitive advantage that the International Marketing Manager to develop.
Acker, David (2000), proposes to build a powerful brand, you must develop a brand identity, avoiding the pitfalls of the brand: a) the brand image, b) the brand positioning c) the external perspective, and d) of the product-attribute fixation. By contrast, the International Marketing Manager to design a Brand Identity System
not only see the brand as a product, but also as an organization, person and symbol.
To land these concepts in real life I will take the company to The Coca Cola Company example:
With 92.800 employees worldwide, has been elected by the Universum company, among the Top 10 World's Most Attractive Employer (Source: Website of Universum). With global presence (over 200 countries), it is complex to understand how for over 124 years the name "Coca Cola" has not lost its strength or competitive advantage. And is that since 1887 he used the marketing to "something more" to the consumer in that year began giving a coupon to redeem for more than Coca Cola bottle. In 1896 he appreciated the use of merchandising their clocks, and so on with the weather was going on three basic allowing The Coca Cola Company to be in place that is:
a) The company constantly changing (innovation) is always one step ahead of consumer expectations .
b) Coca Cola brand has been managed as a brand identity and not just product.
c) The Coca Cola Company, has developed a myriad of complementary products and substitutes to "Coca Cola", generating a self-discipline to creativity and efficiency.
The brand identity of Coca Cola would be:
essential product: carbonated drink.
expanded product: Coca Cola, Coca Cola Zero, Coca Cola Light
Product plus: Program "Water", which seeks to return to the community the equivalent of the water used by the company
for the manufacture of soft drinks inside them, "Coca Cola". Programme "Climate" seeks to reduce carbon dioxide emissions from its factories and promote environmental stewardship, promoting ecology.
