POP VS POD To achieve a point-of-parity on a particular attribute or benefit. a sufficient number of consumers must believe that the brand is good enough"on that dimension There is a zone"or range of tolerance or acceptance with points-of-parity The brand does not literally have to be seen as equal to competitors but consumers must feel that the brand does well enough on that particular attribute or benefit With points-of-differences the brand must demonstrate clear superiority Often the key to positioning is not so much as achieving a point-of-difference as in achieving points-of-parity12 POP vs. POD • To achieve a point-of-parity on a particular attribute or benefit, a sufficient number of consumers must believe that the brand is “good enough” on that dimension. • There is a “zone” or “range of tolerance or acceptance” with points-of-parity. • The brand does not literally have to be seen as equal to competitors, but consumers must feel that the brand does well enough on that particular attribute or benefit. • With points-of-differences, the brand must demonstrate clear superiority. • Often the key to positioning is not so much as achieving a point-of-difference as in achieving points-of-parity