Frame of Reference
The set of alternatives a buyer holds in mind when judging a brand.
What it is
Choosing it decides which comparisons the brand invites and which associations count as parity. On this site it is read alongside Relevant Set, Points of Parity and Difference and Brand Image and Positioning.
In effect
The invented workshop could frame itself against other repair shops, against buying a new bicycle or against fixing the problem alone.
What it does not say
It is not the same thing as Relevant Set, which sits close to it on this site but describes a different part of how people decide. It also does not say that the finding reaches every product, buyer or setting; where this page goes beyond the cited research, the step is an inference and is labelled as one.
Sources
- See the article listed above for the work this page draws on.