BUSI 520 Chapter Notes - Chapter 10: Straddle, Mantra, Deliverable
Document Summary
Inform consumers of a brand"s membership before stating its point- of-difference. Competitive frame of reference: which other brands a brand competes with and which should thus be the focus of competitive analysis, decisions are closely linked to target market decisions. Category membership: products or sets of products with which a brand competes and that function as close substitutes, ways (3, announcing category benefits, comparing to exemplars, relying on the product descriptor. Points of difference (pods: attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. Criteria for determining whether a brand association can truly function as a point-of- Difference (3: desirable to consumer, deliverable by the company, differentiating from competitors. Competitive advantage: company"s ability to perform in one or more ways that competitors cannot or will not match, few are inherently sustainable.