Description:
Traditionally, the people responsible for positioning brands have concentrated on the differences that set each brand apart from the competition. But emphasizing differences isn’t enough to sustain a brand against competitors. Managers should also consider the frame of reference within which the brand works and the features the brand shares with other products.
Asking three questions about your brand can help: (1) Have we established a frame? A frame of reference signals to consumers the goal they can expect to achieve by using a brand. (2) Are we leveraging our points of parity? Certain points of parity must be met if consumers are to perceive your product as a legitimate player within its frame of reference. (3) Are the points of difference compelling? A distinguishing characteristic that consumers find both relevant and believable can become a strong, favorable, unique brand association, capable of distinguishing the brand from others in the same frame of reference.
Subjects Covered:
Brand equity, Brand management, Brands, Corporate strategy, Marketing strategy, Product development, Product differentiation, Product management, Product positioning.
This article appears in the September 2002 issue of the Harvard Business Review. Cornerstone Business Solutions will be pleased to furnish you a reprint that we purchase if you kindly notify us by telephone at (505) 325-4900.