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topics
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?
brand – what is it?
positioning statement
point of difference
pain point
target audience
reason to believe
portfolio architecture
commoditization
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