Final answer:
David Brier's view of branding as a means for differentiation is an important aspect, but not the only one. Companies also use product differentiation by altering product features, location, intangibles, and perceptions, as well as leveraging trademarks and varied advertising avenues to set their offerings apart.
Step-by-step explanation:
While branding expert, David Brier, asserts that "branding is the art of differentiation," there are other methods by which a company can achieve differentiation beyond branding. Product differentiation is a broader strategy that encompasses actions firms take to make consumers perceive their products as distinct from those of their competitors. This can include varying the physical aspects of the product, altering the location from which the product is sold, highlighting intangible aspects of the product, and shaping the overall perceptions of the product. Differentiated products are thus recognized when they exhibit distinctiveness in one or more of these areas. We must also consider the role of advertising in differentiation, with companies using multiple platforms to reinforce their message and associate their products with distinct experiences or values.
Product differentiation can extend to factors such as unique design (trademarks), quality, features, or customer service. A trademark, for instance, is a clear example of differentiation through recognizability. The breadth of options in the marketplace, from clothing styles to food flavors, is indicative of how the variety and individual characteristics of products contribute to product differentiation, which can lead to monopolistic competition within different industries.