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Points of Difference

The positive ways in which your product differs from your competitors is referred to as differentiation. Points of difference are the individual characteristics of a product or service that establish differentiation.

Points of difference are usually in line with the unique selling proposition and are critical in defining the competitive advantage of your products. In order to gain a competitive advantage from points of difference, they must be benefits that your consumers strongly, uniquely and positively associate with your product, rather than any competing product. Once you have clearly communicated the points of difference to your customers and your customers accept them, your brand will be set apart from your competitors. 

Points of Parity

It is also important to make sure that your customers understand the specific product category to which your product belongs to. Points of Parity can be viewed as certain features that are shared by members within a certain product category.

The question to ask in this instance is whether you can at least match the competitors' claimed benefits. For example, defining Subway as a fast food restaurant like McDonalds or Hungry Jacks would mean that Subway provides quick service, numerous products and low prices. This would also help customers label Subway as a fast food restaurant.