ABSTRACT
In terms of differentiation there is often a mistaken belief that, if there is a difference in reality, then all that needs to be done is to point this out to the consumer and they will climb on board. One of the most potent concepts in marketing, that of a brand, has come to be referred to as if it is a real thing when it is merely thoughts, being the sum of perceptions the consumer has of a particular product. In terms of perceptions, it is not just the particular brand itself which can be enhanced by differentiation, but also associate brands. Often the brand has achieved a real difference in product terms, which is clearly noticeable by the consumer. In terms of marketing this, differentiation has already done its job, and there is little point in repeatedly telling the consumer what they already know and can see in front of them.
