Best in brief: The principle of positioning

Kevin Lane Keller and Alice Tybout

Discusses how to achieve brand positioning. Three stages: 1) develop the right frame of reference (FedEx), 2) review points of parity with other brands, the minimum requirements (Palm Pilot), 3) ask whether the points of difference are compelling (Lee Jeans).

Brand positioning
Brand management

Best in Brief

Harvard Business Review: The principles of positioning

Kevin Lane Keller Brian SternthalandAlice Tybout

Sound positioning requires an appropriate frame of reference, associated points of parity and points of difference. The first stage is...

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