Point of Difference(POD) PODs are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find the same extent with a competitive brand · Examples FedEX(guaranteed overnight delivery Nike(performance) -iKEA (quality for the mass10 Point of Difference (POD) • PODs are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find the same extent with a competitive brand. • Examples –FedEx (guaranteed overnight delivery) –Nike (performance) –IKEA (quality for the mass)