Professional Documents
Culture Documents
The aspects of the product offering that are relatively distinct to the offerings of like
competitors.
Points-of-parity (POP)
The aspects of the product offering that are largely similar to the offerings of like
competitors.
Value/personality/character
Something to which the consumer can relate. An effective brand will increase its brand equity
by having a consistent set of traits. This is the added-value that a brand gains, aside from its
functional benefits.