search query: @author Tybout, A. / total: 2
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| Author: | Lane Keller, K. Sternthal, B. Tybout, A. |
| Title: | Three questions you need to ask about your brand |
| Journal: | Harvard Business Review
2002 : SEP, VOL. 80:9, p. 80-86 |
| Index terms: | Competition Product differentiation Marketing Brands |
| Freeterms: | Brand positioning Market positioning USA |
| Language: | eng |
| Abstract: | Traditionally, the people responsible for positioning brands have concentrated on the differences that set each brand apart from the competition. But emphasizing differences is not 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 the following three questions concerning a brand can help: 1. Has a frame been established? 2. Are the points of parity being leveraged? 3. Are the points of difference compelling? Frames of reference, points of parity, and points of difference are moving targets. The article also includes information on the pitfalls of brand positioning. |
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