Business

To be an effective HR professional, it is simply not enough to be knowledgeable of human resource rules and regulations; one must understand how to fully apply it. The strategic positioner thinks and acts from the outside-in. They are well-informed of and able to convert external trends into internal organization decisions and actions. The article “Three Questions You Need to Ask About Your Brand” discusses creating a brand by differentiating your product, in other words what sets you apart from the competition. The article states that Maytag is distinguished by dependability, Tide by whitening power, and BMW by superior handling. This is what makes these products stand out and is usually what customers remember. Customers don’t buy a product because of its qualities; they purchase it because of its uniqueness. The article suggests that the best way to build a brand is to establish a frame of reference which allows customers to know what they can expect to achieve from using that particular brand. Likewise it is important when introducing new brands to identify points of parity and differences. This is important as the strategic positioner relates them to reliability, durability, and serviceability which are useful in determining brand performance associations, brand imagery associations, and consumer insight associations. With that being said the strategic positioner should ask themselves three questions about their brand; have we established a frame, are we leveraging our points of parity, and are the points of difference compelling. Personally, I found the article very useful as it states and suggests some key components that the strategic positioner would utilize to serve better serve their customers and build the brand.

Keller, K. L., Sternthal, B., & Tybout, A. (2002). Three Questions You Need to Ask About Your

Brand. Harvard Business Review, 80(9), 80-86. Retrieved from...