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Topic: Points of Difference
One of the key concepts in crafting a value proposition and positioning is identifying points of difference. Kotler et al. (2022) describe points of difference as “attributes or benefits that differentiate the company’s offering from the competition.” For example, Visa® and American Express® are direct competitors. Visa’s point of difference in the credit card category is that it is the most widely available card. The benefit derived from Visa is convenience. American Express has built brand equity via the prestige associated with using its card.
Respond to the following:
Think of two distinct brands that compete directly with each other.
What is the customer value proposition for the two competitors?
Is this value proposition sustainable?
Identify the points of parity for each brand.
Develop a positioning statement for both brands based on your research.
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