Points-of-parity are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand.

Question

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Points-of-parity are attributes or benefits that are not unique to the brand but may be shared with other brands, and are often necessary for being competitively viable in the category.

Points-Of-Parity Are Attributes or Benefits Consumers Strongly Associate with a Brand