Points of Parity and Difference
The associations a brand needs simply to be accepted in its category, and the ones it wants buyers to link with it and with no rival.
What it is
A planning convention for sorting associations, used to decide what a brand must show before its difference can register. On this site it is read alongside Brand Image and Positioning, Frame of Reference and Brand Differentiation.
In effect
Illustrated in the article with an invented bicycle workshop, clearly marked as hypothetical.
What it does not say
It is not the same thing as Brand Image and Positioning, which sits close to it on this site but describes a different part of how people decide. It also does not say that the finding reaches every product, buyer or setting; where this page goes beyond the cited research, the step is an inference and is labelled as one.
Sources
- See the article listed above for the work this page draws on.