A point of difference is a factor of products or services that establishes differentiation. Differentiation is the way in which the goods or services of a company differ from its competitors. Indicators of the point of difference's success would be increased customer benefit and brand loyalty. However, an excessive degree of differentiation could cause the goods or services to lose their standard within a given industry, leading to a subsequent loss of consumers. Hence, a balance of differentiation and association is required, and a point of parity has to be adopted in order to allow a business to remain or further enhance its competitiveness.[1][2]
^Grams, Chris. 'Brand Positioning Tip #1: Points Of Parity And Points Of Difference'. Dark Matter Matters. N.p., 2009. Web. 27 Oct. 2015.
^Process, The, and What Process?. 'Points-Of-Difference (POD)'. Segmentationstudyguide.com. N.p., 2015. Web. 27 Oct. 2015.
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