1. Point of difference
In a crowded marketplace, products that stand out get noticed. Differentiation is the term given to the
positive way in which a company's product differs from its competitors.
The key points of difference of a company are synonymous with its unique selling proposition (USP), and
are critical in defining its competitive advantage and branding strategy.
They must be attributes or benefits that consumers strongly, uniquely, and positively associate with the
company's brand; and not with any competing brand.
Once points of difference have been clearly communicated to consumers, the company and its brand are
set apart from its competitors.
Brand loyalty depends upon the ability of the company to establish and maintain clarity of
communication with the consumer regarding their brand; and to maintain and expand the points of
difference that defines the brand.
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