Branding

Usp, Unique selling point of product/service -

After looking at Waterstone’s website they claim there mission is to be the leading bookseller on the highstreet and online providing customers the widest choice, great value and expert advice from a team passionate about books.

http://www.waterstones.com/waterstonesweb/navigate.do?pPageID=100000002



Usp, Unique selling point of a competitor producing the same or similar product or service

Amazon - Amazon is a web-based store who also sell books but have a wider range of products like DVD’s, CD’’s, Software for computers and clothing.

Amazon’s strap line is ‘and your done’ I think this is there unique selling point making the customer believe that they don’t have to go anywhere else.


Brand Promise-

Waterstone’s promise that there mission is to be the leading bookseller on the highstreet and online providing customers the widest choice, great value and expert advice from a team passionate about books.

On their website they show facts and figures from surveys and polls to show there leaders for customer satisfaction etc

http://www.waterstones.com/waterstonesweb/navigate.do?pPageID=100000003


Brand perception-

I think that customer will see that Waterstone’s as an upmarket bookstore but with their committed staff and how the shop is run, new customers won’t hesitate to go in.