Identifying the Points of Difference and Points of Parity Helps in Brand Positioning
The attributes or functionalities that differentiate the goods and services of a particular company from goods and services of their competitors is called points of differences. If a particular company has a number of unique features then customers will be benefitted and there will be an increased brand loyalty. Points of Parity, on the other hand are the basic functionalities that are there in the competitor’s brand as well.
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Point of parity and differences helps in brand positioning
Whenever you are trying to position any particular brand then the first and the most important step is to properly identify the points of differences and parity. This means that you have to first understand the market where you operate and then understand the attributes that makes your brand different from their competitors.
I am sure, you must have heard about the slogans like “We deliver great customer service” and “Quality is our job number 1”. Though these slogans are quite popular but they are not very effective in positioning a particular brand. They try to focus more on the points of parity than on the differences and in order to ensure proper brand positioning it is essential to highlight the point of differences.
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Importance of the Points of Parity
If a particular company has to be an authentic competitor in a particular category then it has have certain similarity with the other company products. It is these points of similarity that makes the consumers accept your brand as an eligible competitor. So before you try to have some exclusive features for your product, it is important for you to know the basic features of the product because without it, your product will not be considered in a particular category.
Importance of the Points of Difference
These are the attributes that make a brand unique and it is these features that make a particular brand more desirable to the consumers. It is very important for your brand slogan to ensure unique features of your brand.
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