Points-of-difference

Points-of-difference (PODs) refer to attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Points-of-difference (PODs). Attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand