Point of Parity(POP) POPs are associations that are not necessaril unique to the brand but may in fact be shared with other brands Category POP are associations consumers view as essential to be a credible offering within a certain product category Competitive POP are associations designed to negate competitors' points of-difference
11 Point of Parity (POP) • POPs are associations that are not necessarily unique to the brand but may in fact be shared with other brands. • Category POP – are associations’ consumers view as essential to be a credible offering within a certain product category. • Competitive POP – are associations designed to negate competitors’ pointsof-difference
POP VS POD To achieve a point-of-parity on a particular attribute or benefit. a sufficient number of consumers must believe that the brand is good enough"on that dimension There is a zone"or range of tolerance or acceptance with points-of-parity The brand does not literally have to be seen as equal to competitors but consumers must feel that the brand does well enough on that particular attribute or benefit With points-of-differences the brand must demonstrate clear superiority Often the key to positioning is not so much as achieving a point-of-difference as in achieving points-of-parity
12 POP vs. POD • To achieve a point-of-parity on a particular attribute or benefit, a sufficient number of consumers must believe that the brand is “good enough” on that dimension. • There is a “zone” or “range of tolerance or acceptance” with points-of-parity. • The brand does not literally have to be seen as equal to competitors, but consumers must feel that the brand does well enough on that particular attribute or benefit. • With points-of-differences, the brand must demonstrate clear superiority. • Often the key to positioning is not so much as achieving a point-of-difference as in achieving points-of-parity
EXamples Visa POD: The most widely available card POP: It's Everywhere You Want to Be American Express POD: Prestigious credit card POP: Make Life Rewarding 13
13 Examples • Visa – POD: The most widely available card – POP: “It’s Everywhere You Want to Be.” • American Express – POD: Prestigious credit card – POP: “Make Life Rewarding