Pentru un avantaj competitiv, o companie va dori sa se diferentieze de imaginea concurentilor sai; imaginea sau personalitatea companiei este creata de logo, alte simboluri, de advertising, de atmosfera creata, de evenimente si de personalitati. Alte surse de diferentiere pentru obtinerea avantajului competitiv sunt diferentierea prin produse, diferentierea prin servicii si diferentierea prin personal.
As a source of competitive advantage, a company may differentiate itself from its competitors by image; the particular image or "personality" it acquires is created by its logo and other symbols, its advertising, its atmosphere, its events and personalities. Other sources of differentiation for competitive advantage include product differentiation, services differentiation, and personnel differentiation.
