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1、0外文翻譯原文Title:ThreeQuestionsYouNeedtoAskAboutYourBrMaterialSource:HarvardBusinessReviewAuth:KevinLaneKellerTraditionallythepeopleresponsiblefpositioningbrshaveconcentratedonpointsofdifference–thebenefitsthatseteachbrapart

2、fromthecompetition.MaytagisdistinguishedbydependabilityTidebywhiteningpowerBMWbysuperihling.Suchpointsofdifferentiationareinmanycaseswhatconsumersrememberaboutabr.Butpointsofdifferentiationalonearenotenoughtosustainabrag

3、ainstcompetits.Managersoftenpaytoolittleattentiontotwootheraspectsofcompetitivepositioning:understingtheframeofreferencewithinwhichtheirbrswkaddressingthefeaturesthatbrshaveincommonwithcompetits.Therearealwayscircumstanc

4、esinwhichit’snecessaryto“breakeven”withcompetingbrs.Effectivebrpositioningrequiresnotonlycarefulconsiderationofabr’spointsofdifferencebutalsoofwhatwecallitspointsofparitywithotherproducts.HaveWeEstablishedaFrameBrpositio

5、ningstartswithestablishingaframeofreferencewhichsignalstoconsumersthegoaltheycanexpecttoachievebyusingabr.Choosingtheproperframeisimptantbecauseitdictatesthetypesofassociationsthatwillfunctionaspointsofparitypointsofdiff

6、erence.Insomecasestheframeofreferenceisotherbrsinthesamecategy.CocaColaisasoftdrink.ItcompeteswithPepsiColaRC.Butincertaininstancestheframeofreferencemightbebrsinquitedisparatecategies.CokeGatadeSnapplebelongtothesoftdri

7、nksptdrinkicedteacategiesbuttheypotentiallysharetheframeofreferencethatconsistsofallthirstquenchingdrinks.Onevariablethatmayinfluencethechoiceofframeofreferenceistheproduct’sstageinthelifecycle.Whenanewproductislaunchedc

8、ompetingproductsareoftenenlistedtoserveastheframeofreferencesothatconsumerscan2wirelesslylikeapagerbutnoonevieweditasapagerbecauseitwastoolarge(thesizeofaVHStape)tooexpensive($1500).Envoysentemailfaxeslikealaptopcomputer

9、butitcouldn’tsubstitutefalaptopbecauseitlackedakeyboardsufficientstage.Envoycouldstecalendarcontactinfmationlikeanganizerbutitspricetagcumbersomeentrysystemmadeitanimplausiblememberofthatcategy.Envoylackedsufficientpoint

10、sofparitytobelongtoanyexistingcategy.Withoutaclearframeofreferenceconsumersweren’tsurewhytheyshouldpurchasetheproduct.Itwaswithdrawnfromthemarketin1996.ShtlybefeEnvoywasputtorestthePalmPilot1000adevicewithonlyafractionof

11、thecapabilitiesofEnvoywaslaunched.Itquicklybecamethemostrapidlyadoptedelectronicdeviceever.Akeyfactintheproduct’ssuccesswasitspointofparitywithelectronicganizersitwasabletoclaimthiscategyasaframeofreference.JeffHawkinsth

12、edesignerofthePalmPilotintentionallylimitedthedevice’sfunctionstothoseassociatedwithganizers.ThecompactsizereasonablepricereinfceditsmembershipintheganizercategywhereitsetitselfapartfromothersthroughitssimpleonebuttonPCs

13、ynchronization.BrExtensions.Whenextendingabrit’seasy–dangerous–toshtchangepointsofparity.Themeanextensiondiffersfromabasebrthegreatertheimptanceoffocusingontheframeofreference.FexamplewhenNiveawhichmarketsitsskincreamas“

14、gentle”“protective”startedsellingdeodantestablishingthatthedeodantdidwhatdeodantsdo–stopod–wasessential.OncethatwasestablishedmarketerscouldthinkaboutpushingthegentleprotectivequalitiesalreadyassociatedwiththeNiveabr.Est

15、ablishedBrs.Managersofestablishedbrsalsoneedtoreassesspointsofparityfromtimetotimebecauseattributesthatwereoncedifferentiatscanbecomeminimumrequirements.WhenProcter&Gambledevelopedaningredientfdishwashingliquidthatcutgre

16、aseitwasn’tadifferentiatflong–P&Gitselfaddedtheingredienttoitsotherbrs.Thebenefitsofeventhesavviestbrpositioningdon’tnecessarilylastfever.PalmisunderfirefromanincreasingnumberofcompetitsevenmightyFedExhasfailedinsomearen

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