254 Services Marketing
and the competition in that segment. is constitutes the frame of reference.
In other words, the frame of reference refers to the set of brands with which
the company brand competes and the service brands which the consumers
consider close substitutes. e determination of category membership helps
identify the scope of competition and nalize the positioning strategy to get
into the consumer’s mind. From the competitors’ perspective, service compa-
nies need to de ne two important issues in a corporate brand. ey are points
of di erence and points of parity and are described as follows:
f Points of Difference: Consumers of a service brand may identify certain
attributes or benefits of the brand as exclusive, not ...