“Conventional wisdom says creating a brand is about differentiating your product. Think again” (Keller)

This quote reflects how businesses position their brands by trying to differentiate their products from those of their competitors. Yet what managers are neglecting are ‘understanding the frame of reference within which their brands work and addressing the features that brands have in common with competitors (Keller).’ Yes, it is important to have a quality of difference between a company’s product from that of another but it is also important to consider ‘points of parity’ with other products.

In class we learned about brand positioning and value propositions and this concept can be applied to this article which reviews the Sceptre Speaker SoundBar. This new product has various new features that makes it stand out from its competitors yet the product has too many features that it is adverse. For a product to stand out it also needs to have similar traits to that of competitors for consumers to believe that the product is legitimate and playing within the frame, similar to having the ‘minimum requirements’ to compete in this market.

(image: ‘Sceptre Speaker SoundBar’, google images)

http://fcis.vdu.lt/~n.klebanskaja@evf.vdu.lt/fov1-00098617/FOV1-0009D4C0/KEVIN-~1.PDF