best and POD.doc | Commercial in-confidence 16 July 2008 | 3 © Designation 2008 Designation®, Brand & Deliver® and Eddie® are registered trademarks of Designation.com Ltd.

Point of difference In a crowded marketplace, products that stand out get noticed. Differentiation is the term given to the positive way in which a company's product differs from its competitors.

The key points of difference of a company are synonymous with its unique selling proposition (USP), and are critical in defining its competitive advantage and branding strategy.

They must be attributes or benefits that consumers strongly, uniquely, and positively associate with the company's brand; and not with any competing brand.

Once points of difference have been clearly communicated to consumers, the company and its brand are set apart from its competitors.

Brand loyalty depends upon the ability of the company to establish and maintain clarity of communication with the consumer regarding their brand; and to maintain and expand the points of difference that defines the brand.