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Brand Management

Brand Management

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Published by manojchoudharynimt

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Categories:Types, School Work
Published by: manojchoudharynimt on Apr 12, 2010
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11/28/2015

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Point of Parity (POP)
Point of Parity (POP)

Two Types
Two Types

Category : attributes that are required to
Category : attributes that are required to
include your product as a member of that
include your product as a member of that
category.
category.

Competitive: POP s that negate your
Competitive: POP s that negate your
competitor's POD s
competitor's POD s

POP s should be good enough but POD s
POP s should be good enough but POD s
should be superior
should be superior

Choosing the differentiating strategy
Choosing the differentiating strategy

Product differentiation
Product differentiation

Personal differentiation
Personal differentiation

Channel differentiation
Channel differentiation

Image differentiation
Image differentiation

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