Points-of-difference
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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
