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Problem

Describe why a brand-positioning strategy should include points of difference and points of parity. Provide an illustration to support your case.

Step-by-step solution

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Step 1/2

Brand positioning is establishing a unique position in the minds of consumers regarding a particular brand. It is establishing a products or company’s image in respect to competitor’s products in the minds of customers. Brand positioning should have points of difference and points of parity.

Points of difference are the strong and favourable factors of a brand that makes it unique to consumers. For example Brand F has created a unique style of logistic supply by making the delivery quick and reliable using GPRS technology that is unique from that of its competitors.

Step 2/2

Points of parity are elements that are developed which help to develop a break even with competitors. This makes the consumer think about a brand along with other competitors. For example the brand F is chosen among its competitors because of the innovativeness of products, the brand fits into the consumers requirement.

Many top brands have been able to establish a unique association with consumers. Differentiation strategy is one of the techniques used to create brand image by the companies to stand ahead from that of their competitors.