Points-of-parity are those associations not necessarily unique to the brand but perhaps shared with other brands. those associations designed to negate competitors' points-of-difference or overcome perceived weaknesses or vulnerabilities of the brand.
A brand requires points of parity in order to be taken into account by the consumer. In this case, a brand's similarity to others may give customers the impression that it is "good enough" to be discussed.
Any area in which your company is equivalent to that of your rivals and is taken into account by clients when making purchases is known as a point of parity. The characteristics of goods or services that create differentiation are referred to as their point of difference.
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