Question

why and how could we clearly establish POP and POD?

Answer 1

In brand positioning the marketer needs to create clear brand association in the minds of the consumers.It is necessary for a brand to have Points of parity (POP) and points of difference(POD) so that the brand position becomes strong and it can surpass its competitors and thus become successful in attracting the customers.

A brand needs to differentiate its product from its competitors and at the same time adhere to the main features that are needed in a market.As for eg Bonne Maman and Michel and Augustin are two different companies and have implemented strong and differentiated brand strategy that rely on Unique brand association.Both the brands generate different thoughts , feelings , and image in the mind of the customers. Their positioning rely on various points of parity. Thus marketers must decide at which level to put the brand. At the lowest level are brand attributes, second brand benefits and at the top are the values of the brand .As for eg sellers of Dove soap can highlight the attribute of one quarter cleansing cream , its benefit of getting a soft skin and its value of getting attractive.Brands also should successfully differentiate their instant coffee by flaked coffee crystals..