SkeletonSlide14_2010Fall_MGMT324

Frame of reference defining a competitive frame of

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frame of reference Defining a competitive frame of reference for a brand positioning is to determine category membership The preferred approach to communication is to inform consumers of a product’s membership before stating its point of difference in relationship to other category members Choosing and establishing POPs and PODs Desirability criteria (consumer perspective) Deliverability criteria (company perspective) Personally relevant Distinct and superior Believable and credible Feasible Profitable Pre-emptive, defensible, and difficult to attack
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