POINTS OF DIFFERENCE

PODs are aspects or specific attributes of product offering that are different from the product of other brands
or competitors.

If we compare laptops of Apple and Dell, both have same specs but Apple is using M1 processors instead of
until and offering very light weigh slim and sleek design instead of bulky traditional designs Dell or other
laptop manufacturers are offering.

POINTS OF PARITY

POPs are the aspects or attributes of product offerings which are common or shared by all brands.

• Category points of parity:

Category points of parity are must shared features. For example, for a bank
it is necessary to have ATMs, phone banking, internet banking.
• Competitive points of parity:
Are those associations designed to negate competitors’ points- of-
difference. In other words, if a brand can break even in those areas where its
competitors are trying to find an advantage and can achieve its own advantages in
some other areas, the brand should be in a strong—and perhaps unbeatable—
competitive position.
• Correlational points of parity:
are potentially negative associations that arise from the existence of positive
associations for the brand. One challenge for marketers is that many
attributes or benefits that make up their POPs or PODs are inversely related.
In other words, if your brand is good at one thing, such as being inexpensive,
consumers can’t see it as also good at something else, like being “of the
highest quality.”