最近几年的发展不断发展技术和进步产品由不同的组织之间的差异减少。(康纳,1992)而且现在存在的差异是很难被量化和测量;现在已经转移到无形的区别差异。现在大多数的消费产品已经成为一种商品。术语ESP(情感卖点)接管了USP(独特的销售主张)。组织现在可以处理客户情绪。他们是客户和相关品牌之间的情感纽带。这情感的结合是一个有力的工具,帮助组织品牌差异化。品牌的好处包括指挥记住客户的有利地位,不同于竞争对手。品牌的终极目标可以通过百胜品牌的例子来解释。
The recent developments in years have seen continuous advancement in technology and with this advancement the difference between the products by different organizations have reduced. (Conner, 1992) Moreover the existing differences are now hard to be quantified and measure; now the difference has been shifted to intangible differences. Now a days most of the consumer products have become a kind of commodity. The term ESP (Emotional Selling Proposition) has taken over USP (Unique Selling Proposition). Organizations can now manipulate customers emotionally. Their lies an emotional bonding between customers and associated Brand. This emotional bonding is a powerful tool that helps organizations for brand differentiation. The benefit of branding involves commanding a favorable position in mind of customers, different from competitors. The ultimate objectives of branding can be explained by taking the example of YUM Brand.