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Brand differentiation in advertising occurs when the key sales message:
  • serves to differentiate the brand from the competition in a way that is demonstrated or proven
  • makes a claim that only the advertised brand can make (that is, the message expresses a "point-of-difference" for the brand)
  • is unique in that it emphasizes some new aspect of the product[1]


  1. ^ research systems corporation (rsc). Guidelines for Judging Key Messages. Evansville, IN: research systems corporation, 1989.

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