What is Points of Parity (POPs) in Marketing?

Learn Points of Parity (POPs) definition in marketing with explanation to study “What is Points of Parity (POPs)”. Study points of parity (pops) explanation with marketing terms to review marketing course for online MBA programs.

Points of Parity (POPs) Definition

  • Attribute or benefit associations that are not necessarily unique to the brand but may in fact be shared with other brands.

    Principles of Marketing by Philip T. Kotler, Gary Armstrong



Points of Parity (POPs) Explanation

Recognizing your image's places of equality and purposes of separation is the fundamental initial step of each situating venture. That is, understanding the market you work in and what makes your image not quite the same as rivalry. Purposes of equality are those components that are viewed as required for a brand to be viewed as an authentic rival in its particular classification. It is the thing that causes buyer to think about your image, alongside your rivals. So before you chip away at distinguishing your upper hand, you need to ensure you recognize the stuff to be a player in your class, and have every one of these focuses secured. I am not considering any vehicle brand that can't meet these four criteria. Those components won't carry any advantage to a brand whenever publicized in light of the fact that the buyer thinks about them as guaranteed. (No one hopes to purchase a vehicle with under 3-year guarantee). Then again you can't dispatch another brand without ensuring you meet the purposes of equality.

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