Which of the following refers to Points of Difference in positioning?

Points of Difference, commonly referred to as POD, are the unique attributes or benefits that set a brand or product apart from its competitors. These characteristics are crucial for effective brand positioning as they highlight what makes a product distinctive in the market. By identifying and emphasizing these differences, brands can create a strong position in the minds of consumers, enhancing brand preference and loyalty. Effective communication of POD can persuade customers to choose one product over another, especially in a crowded marketplace where many alternatives exist. This concept is fundamental in developing marketing strategies that resonate with target audiences and clearly articulate why one offering is preferable to another.

The other options represent different marketing concepts: Points of Parity (POP) are the attributes that are not unique but are essential for the product to be considered valid in its category; SEG refers to market segmentation, which involves dividing a broad consumer or business market into sub-groups; and VAR, which may imply variations, isn't a recognized term in positioning strategy. Understanding these distinctions enhances the ability to effectively position a brand in the marketplace.