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Category points-of-parity

Category points-of-parity are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service category. In other words, they represent necessary- but not sufficient- conditions for brand choice.

Category point-of-parity may change over time due to technological advances, legal developments, or consumer trends, but to use a golfing analogy, they are the “green fees” necessary to play the marketing game.

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