Point of Parity(POP) POPs are associations that are not necessaril unique to the brand but may in fact be shared with other brands Category POP are associations consumers view as essential to be a credible offering within a certain product category Competitive POP are associations designed to negate competitors' points of-difference11 Point of Parity (POP) • POPs are associations that are not necessarily unique to the brand but may in fact be shared with other brands. • Category POP – are associations’ consumers view as essential to be a credible offering within a certain product category. • Competitive POP – are associations designed to negate competitors’ points￾of-difference