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...