Brand positioning part 2

Uncover every inch of detail Points of parity and difference!

1. Presentation – 2 MARKETING INSIGHT Choosing PoD & PoP

2. PoDs PoPs

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