(Points Of Parity)
(Points Of Difference)Points-of-difference (PODs) – Attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competing brand i.e. points where you are claiming superiority or exclusiveness over other products in the category.
In a crowded market place, products that stand out and get noticed.
"Point of Difference" = a difference that competitors do not have have in their product or Brand.
The assessment of consumer desirability criteria for PODs should be against:
Relevance
Distinctiveness
Believability
Points-of-parity (POPs) – Associations that are not necessarily unique to the brand but may be shared by other brands i.e. where you can at least match the competitors claimed benefits. While POPs may usually not be the reason to choose a brand, their absence can certainly be a reason to drop a brand.
Whilst when assessing the deliverability criteria for POPs look at their:
Feasibility
Communicability
Sustainability
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