After seeing what are the different strategies developed by Bonne Maman and Michel & Augustin, we can now discuss and establish their points of difference and their points of parity. But first, how can we define these two concepts?
When it comes to brand positioning, the marketer in charge of the brand needs to establish clear and unique brand associations in the minds of consumers. Indeed, it is essential for a brand to have an end positioning that has both points-of-parity (POP) and points-of-difference (POD) in order to build a powerful brand that will outpace its competitors and therefore capture the consumer’s attention.
When it comes to brand positioning, the marketer in charge of the brand needs to establish clear and unique brand associations in the minds of consumers. Indeed, it is essential for a brand to have an end positioning that has both points-of-parity (POP) and points-of-difference (POD) in order to build a powerful brand that will outpace its competitors and therefore capture the consumer’s attention.
Moreover:
“Points of difference are strong, favorable, unique brand associations that drive customers’ behavior; points of parity are those associations where the brand ‘breaks even’ with competitors and negates their intended points of difference.” (Webster and Keller, “A Roadmap for Branding,” p. 390.)
Therefore a brand needs both to differentiate from its competitor and to abide by the main aspects that are necessary in one market.
“Points of difference are strong, favorable, unique brand associations that drive customers’ behavior; points of parity are those associations where the brand ‘breaks even’ with competitors and negates their intended points of difference.” (Webster and Keller, “A Roadmap for Branding,” p. 390.)
Therefore a brand needs both to differentiate from its competitor and to abide by the main aspects that are necessary in one market.
Now, what about the points-of-parity and points-of-difference of both Bonne Maman and Michel & Augustin?
- Premium quality products
- Natural ingredients
- The prices are almost the same ==> high prices
- Large range of products available
- Childhood recall
- Reliable customer services
- International presence
Points-of difference:
- Michel & Augustin:
- Focus on a funny and innovative value proposition
- Strong social connection with their customers
- Cow logo and corporate values that prevails in their communication
- Focus on a value proposition that foster traditional know-how and authenticity
- Motherly tenderness aspect and family gathering that prevails in their advertising campaigns
- Traditional advertising campaigns (TV, radio, streetmarketing, …)
- Vichy Fabric
As a result, we can conclude that Bonne Maman and Michel & Augustin have both clearly implemented a strong and differentiated brand strategy that relies on unique brand associations. Indeed each of these brands evokes different thoughts, feelings, perceptions, images to the customer. But their positioning relies also upon on various points-of-parity as you can see above.
This article will help us understand how Michel & Augustin as well as Bonne Maman has built their brand and completed each step of the customer-based brand equity that we will describe in the next two articles.
Author : Fraise
Photo:
-http://www.brandingstrategyinsider.com/2012/02/brand-positioning-elements-defined.html#.UqM5kdLuKSo
Sources:
- http://www.segmentationstudyguide.com/understanding-perceptual-maps/points-of-difference-pod/
- Webster and Keller, “A Roadmap for Branding,” p. 390.
- http://www.micheletaugustin.com/
- http://www.bonnemaman.ch/fr/
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