This document discusses important questions brands should ask about their positioning: 1. Have we established a frame of reference? A frame of reference signals what people can expect from a brand. It is important but must evolve over time. 2. Are we leveraging our points of parity? Points of parity establish a brand as credible within its frame of reference. 3. Are the points of difference compelling? Points of difference should be desirable, deliverable, feasible, profitable and difficult for competitors to copy. They must not contradict other brand associations. Regular evaluation of frame of reference, points of parity, and points of difference is needed as contexts change over time. Brand positioning requires ongoing vigilance.

1. 3 Questions
You Need to Ask
About Your
Brand

2. Traditionally, brand positioning
has been concentrated on
Points of Difference

3. But that alone may not be enough to
sustain a brand against competitors

4. But that alone may not be enough to
sustain a brand against competitors
There are two
others aspects of
Brand Positioning

5. Frame of
Reference
Points of
Parity

6. The case of
Subway’s Health

7. In the year 2000 Subway positioned itself as a
healthy fast food brand.

8. In the year 2000 Subway positioned itself as a
healthy fast food brand.
The campaign solely focused on its
point of difference (Health)
all the while neglecting its
point of parity (Taste)

9. The Subway Guy
Jared Fogle

10. But the company soon realized that fast food
consumers prefer taste over health

11. And so Subway
launched another
campaign focusing
on taste

12. That’s okay, But
what are these
questions you are
talking about ?

13. Have we established
a frame of
reference?

14. Brand positioning starts with
establishing a frame of reference
(Superhero)
It signals what the people can
expect to achieve from the brand
(no more bad guys)

15. Many brands can have the same frame of reference
while having their own
points of parity and points of difference

16. Life cycle of a product
influences the choice of
frame of reference

17. A new product can use competitor’s products to
establish a frame of reference

18. A new product can use competitor’s products to
establish a frame of reference
As the product grows new opportunities may emerge
to shift the frame of reference

19. Not shifting frame of reference
at the right time may lead to
product failure

20. The
case
of
the
distant
cousin

21. In 2009 Parle Agro launched Grappo Fizz
as a cousin of Appy Fizz

22. In 2009 Parle Agro launched Grappo Fizz
as a cousin of Appy Fizz
Both the products had common ads.
Grappo never had its own campaign

23. In 2009 Parle Agro launched Grappo Fizz
as a cousin of Appy Fizz
Both the products had common ads.
Grappo never had its own campaign
The company failed to
position Grappo Fizz as a
player in a different category

24. In 2009 Parle Agro launched Grappo Fizz
as a cousin of Appy Fizz
Both the products had common ads
Grappo never had its own campaign
The company failed to
position Grappo Fizz as a
player in a different category
Thus it was always seen as
an underling to Appy Fizz

25. Are we leveraging our
points of parity?

26. Once a frame of reference is chosen, some
points of parity (POP) must be met with
to establish the product as a legitimate
and credible player in that frame

27. New brands
The more the
innovation more
the difficulty to
fit it into one
established
frame

28. For brand extensions
Brand Extensions
More the brand differs from a base brand,
greater the importance of focusing on
frame of reference

29. Established Brands
Even established brands need to reassess their
points of parity from time to time

30. Established Brands
Even established brands need to reassess their
points of parity from time to time
The best strategy here is to create a point of
parity from a competitor’s point of difference

31. The case of
sensitive teeth

32. Up until 2011 sensitive toothpaste market was
virtually nonexistent in India
Sensodyne made people aware about teeth
sensitivity and made its place in the market
due to its point of differentiation

33. Because of the increased
demand other brands
followed suit and introduced
sensitive toothpastes

34. Because of the increased
demand other brands
followed suit and introduced
sensitive toothpastes
Colgate re-launched its
sensitive toothpaste as
Colgate Sensitive Pro-Relief

35. Apart from sensitivity, over the years
many brands have introduced points of
parity to counter other brands

36. Are the points
of difference
compelling?

37. While one
shouldn’t solely
rely points of
difference,
they can’t be
ignored

38. There are three types of brand differences
Brand Performance Associations
Brand Imagery Associations
Consumer Insight Associations

39. Brand
Performance
Associations

40. Brand
Performance
Associations
Consumption

41. Brand
Performance
Associations
Consumption
Durability, Reliability and Serviceability

42. Brand
Performance
Associations
Consumption
Durability, Reliability and Serviceability
Service Effectiveness, Efficiency and Empathy

43. Brand
Performance
Associations
Consumption
Durability, Reliability and Serviceability
Service Effectiveness, Efficiency and Empathy
Style and Design

44. Brand
Performance
Associations
Consumption
Durability, Reliability and Serviceability
Service Effectiveness, Efficiency and Empathy
Style and Design
Value Pricing

45. Brand
Imagery
Associations
When consumers
make choices based
on experience

46. Consumer
Insight
Associations
When performance and imagery of
different brands are the same,
brands can show they have more
insight into consumer problems

47. Anything else?

48. Filters through which to run your
brand’s point of differentiation
Is it desirable ?
Is it deliverable ?

49. Desirability
POD must be
relevant
POD must be
believable

50. Deliverability
POD must be

51. Deliverability
Feasible
Profitable
Preemptive, Defensible
and difficult to attack
POD must be

53. Putting it all Together
POP’s or POD’s should not contradict each other

54. Making it Last
The same brand positioning may not sustain
a brand’s performance

55. The “Big Idea”
identifies a
differentiating benefit
that is important to
consumers and
presenting, over time,
a variety of attributes
that imply the benefit

56. BUT

57. Frame of Reference, Points of Parity and
Points of Differences don’t stay static for long

58. Frame of Reference, Points of Parity and
Points of Differences don’t stay static for long
The questions may not change but their context will

59. So
Stay
Vigilant

61. Created by Ronak Jain, NIT Surat, during
an internship by Prof. Sameer Mathur,
IIM Lucknow.
www.IIMInternship.com