QUESTION TWO 25 MARKS Positioning requires defining our desired or ideal brand knowledge structures and establishing points-of-parity and points-of-difference to establish the right brand identity and brand image. Unique, meaningful points-of-difference (PODs) provide a competitive advantage and the reason why consumers should buy the brand. On the other hand, some brand associations can be roughly as favourable as those of competing brands, so they function as points-of-parity (POPs) in consumers mindsand negate potential points-of-difference for competitors. In other words, these associations are designed to provide no reason why not for consumers to choose the brand. Using this argument, discuss how Namibian Breweries is using the two concepts of PODs and POPs to cements and consolidate its market position in the beer market.

The subject is Brand Management and Customer Equity (Marketing Program)