Points-of-parity are attributes or benefits consumers strongly associate with a brand and believe that they could not find to the same extent with a competitive brand.

Question

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Points-of-parity are attributes or benefits that are largely similar across brands within a category, not unique strengths of a single brand. They are the aspects that bring brands to a similar level in the consumers' eyes, rather than differentiating them.

Points-Of-Parity Are Attributes or Benefits Consumers Strongly Associate with a Brand