TOP 2 CONCEPTS FOR CH10
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This document discusses effective brand positioning and defines point-of-difference (PODs) and point-of-parity (POPs). PODs are attributes that consumers associate with a brand that claim superiority or exclusiveness, while POPs are attributes that may be shared with other brands, such as basic features and benefits. The document provides examples of PODs like guaranteed performance and overnight delivery. It also gives examples of POPs that brands like cars and coffee shops have in common and stresses the importance of determining both PODs and POPs to build a strong brand.
TOP 2 CONCEPTS FOR CH10
- 1. TOP 2 Learning Concepts for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 1, 2011 http://annaguray06.blogspot.com
- 2. OUTLINE: EFFECTIVE BRAND POSITIONING What is Point-of-Difference (PODs)? What is Point-of-Parity (POPs)? http://annaguray06.blogspot.com
- 3. POINT OF DIFFERENCE (PODs) = EFFECTIVE BRAND POSITIONING Attributes consumers associate with a brand. Points claiming superiority or exclusiveness. Criteria: Relevance, Distinctiveness, and Believability Concept http://annaguray06.blogspot.com
- 4. STRONG, FAVORABLE, AND UNIQUE BRAND ASSOCIATIONS Concept Examples PERFORMANCE GUARANTEED OVERNIGHT DELIVERY MINI COOPER http://annaguray06.blogspot.com
- 5. POINTS OF PARITY (POPs) = EFFECTIVE BRAND POSITIONING Attributes that are not necessarily unique. May be shared with other brands. Features and benefits offered by everyone. Concept http://annaguray06.blogspot.com
- 6. BRAND FEATURES AND BENEFITS FOR SHARING Concept Examples ALL CARS HAVE¡ = + + STARBUCKS AND MCDO HAVE¡ + = http://annaguray06.blogspot.com
- 7. Build a strong brand! Determine Point-of-difference of the brand. Determine Point-of-parity of the brand. SUMMARY http://annaguray06.blogspot.com