Frame of Reference

The category or industry in which the brand competes or plans to compete. The frame of reference is one of the key elements of a positioning statement.

Criteria for evaluating the frame of reference:

• Does it define the competitive frame to the brand’s advantage?
• Does it reflect the relevant options or alternatives that the consumer sees for your brand?
  

See also:
brand defined
captive brand
store brand, private label
national brand
positioning statement
point of difference
pain point
target audience
reason to believe
brand essence
portfolio architecture
commoditization
brand architecture

Subscribe to Brandeo’s free weekly newsletter or RSS feed

Permalink