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).

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 to ask what goal consumers can achieve by using the brand. This establishes the brand's frame of reference, and it is important to get it right. For example, FedEx first launched its service against the postal service with an emphasis on overnight delivery. When other players entered the market offering the same service, it changed its focus to speed and dependability....

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