A brand is created with itself in mind; this means ideas, conversations and activities are centred on the product. But what about everything
Having a brand point of view simply means having opinions on things that are outside of what concerns your product. Your view could be on anything from social, moral, environmental to political issues. Leveraging on beliefs that you hold to certain issues will align your brand with the audience that you want.
Having a dedicated point of view is something that defines some of the world's most iconic, successful brands. This is a big part of what helps a brand differentiate itself from competition, and what helps to fill the gap between the products companies make and the emotional experience a brand idea can convey.
Marketing term
A point of difference is a factor of products or services that establishes differentiation.
Differentiation is the way in which the goods or services of a company differ from its competitors.
Indicators of the point of difference's success would be increased customer benefit and brand loyalty.
However, an excessive degree of differentiation could cause the goods or services to lose their standard within a given industry, leading to a subsequent loss of consumers.
Hence, a balance of differentiation and association is required, and a point of parity has to be adopted in order to allow a business to remain or further enhance its competitiveness.
Strategic management theory
The resource-based view (RBV) is a managerial framework used to determine the strategic resources a firm can exploit to achieve sustainable competitive advantage.