Michael Porter um Sigur í samkeppni með aðgreindum vörumerkjum

,,It takes time, effort, creativity, and money for brands to successfully differentiate themselves from the competition. It takes brilliance in innovation or design or advertising creativity or customer service or a combination of these and other factors to develop a brand that stands out from the crowd.

All this effort has its reward. Differentiation translates into products and services that are worth more to people. They will pay more for them and be more loyal to them. If the products are really differentiated, people may even queue all night for them.

But will consumers pay enough for all the brilliance and hard work? Can you drive enough revenue from your sources of differentiation to cover the cost of the resources required to create them?

This was a key principle expressed by Michael Porter in his book, Competitive Advantage, celebrating its 25th anniversary this year. As Porter says: "Differentiation leads to superior performance if the price premium achieved exceeds any added costs of being unique." It's the net benefit that counts."

 

http://www.landor.com/index.cfm?do=thinking.blog&post_id=23896&bhcp=1