Here’s How You Choose the Right Frame of Reference for Your Company
Competitive Frame of Reference helps in providing the context for Brand Positioning. It is a way to choose a context or a market that helps in selecting the Brand position. In order to start the process of marketing it is essential to create a Frame of Reference. It is this Frame of Reference that helps your consumers differentiate your products or services from products or services of your competitors.
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Choosing the right Frame of Reference for your Company
The best time for deciding Frame of Reference for a particular brand is at the time of its launch. Here are a few steps given below that will help you in doing this:
People tend to associate Kodak with film photography and in spite of Kodak being the first brand to launch digital camera for the first time in the year 1975; it could never escape its association with film photography.
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You can either have a Frame of Reference that is shallow and broad or have a Frame of reference that is narrow and deep. Shallow and the broad Frame of Reference focusses mainly on short term benefits that a company offers and narrow and the deep Frame of Reference focusses on benefits that are more extensive.
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