This document discusses effective brand positioning and defines point-of-difference (PODs) and point-of-parity (POPs). PODs are attributes that consumers associate with a brand that claim superiority or exclusiveness, while POPs are attributes that may be shared with other brands, such as basic features and benefits. The document provides examples of PODs like guaranteed performance and overnight delivery. It also gives examples of POPs that brands like cars and coffee shops have in common and stresses the importance of determining both PODs and POPs to build a strong brand.

1. TOP 2 Learning Concepts for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 1, 2011 http://annaguray06.blogspot.com

4. STRONG, FAVORABLE, AND UNIQUE BRAND ASSOCIATIONS Concept Examples PERFORMANCE GUARANTEED OVERNIGHT DELIVERY MINI COOPER http://annaguray06.blogspot.com

6. BRAND FEATURES AND BENEFITS FOR SHARING Concept Examples ALL CARS HAVE… = + + STARBUCKS AND MCDO HAVE… + = http://annaguray06.blogspot.com