Uncover every inch of detail Points of parity and difference!

2. PoD
s
PoP
s

3. POINTS OF DIFFERENCE
What are they?

4. PoDs :
Attributes or benefits that
customers strongly
associate with a brand
Positively evaluated
Belief that they cannot find
to the same extent with a
competitive brand

5. Three criteria to determine whether
an attribute can function as a
POINT OF DIFFERENCE:

6. POINTS OF PARITY
What are they?

7. PoPs :
Attributes that are not
necessarily unique to the
brand
Attributes are shared with
other brands
Types – Competitive and
Category

8. CATEGORY POINTS OF PARITY
Attributes that consumers view as essential to
a legitimate and credible offering within a
certain product/service
COMPETITIVE POINTS OF PARITY
Attributes that are used to overcome the
perceived weakness of the brand

9. CHOOSING PoPs & PoDs

10. CHOOSING PoPs & PoDs
Focus on 1) Brand benefits 2) Proof
points

11. Perceptual Maps
Can be used to visually represent consumer
perceptions and preferences

12. Points of parity VS Points of Difference
EXAMPLE 1

13. EXAMPLE 2
APPLE SONY
POINTS of
DIFFERENCE
Powerful in
terms of online
distribution
Powerful in
retail stores
Design oriented Quality oriented
Powerful in
terms of
communication
Sony is a
reader than a
media device
POINTS of
PARITY
1. Communication tools
2. E-book content
3. Online & retail distribution

14. SUMMARY
• Developing a positioning requires identification
of optimal points of Parity and Points of
Difference
• Points of Parity – Unique
Types : 1. Category & 2. Competitive
• Points of Difference – Need not be Unique
Three criteria to determine :
1. Deliverability
2. Desirability
3. Differentiability

15. Created by Vaishnavi
Ketharnathan, SVCE
Chennai, during an
internship by Prof. Sameer
Mathur, IIM Lucknow.
www.IIMInternship.com