Today I am going to blog about Brand positioning. 

I would like to first explain the difference between Point of Parity and Point of Difference. From what I learned in my branding class, is that point of parity is when two competing companies carry the same products and offer the same services, but the way the must compete with each-other for market share is by advertising one is 'better' than the other. 

Point of difference is when  two competing companies in the same market differentiate themselves. Yes, they carry the same products, but one stands out more because it either offers something more or simply has better marketing strategies to have more of the market share. 

So two competing companies that are point of parity: Extreme Pita and Pita Pit. They both carry very similar products, target the same audience, and same values - healthy eating. 

Two competing companies that are point of difference:  Quizinos and Subway. Yes, these two companies are very similar, carry similar products, fresh or toasted.. but Quizinos has recently differentiated themselves... Quizinos now delivers!!! WOW what a point of difference!