Why people would buy Bvlgari? Or why they think that Chopard is better?
What makes these brands, that operate in the same industry, different?
POD's is the right answer. Let's check what is it and how it works.
Points of difference are "attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competing brand i.e. points where you are claiming superiority or exclusiveness over other products in the category". [1]
What are the POD's of Bvlgari:
- Authentic and exclusive Italian design (even its name and logo are written in in the classical Latin alphabet)
- "The very Bvlgari color" as Mathew Willianson said (designer who created a bag collection for Bvlgari): Bvlgari is known for its unmistakable sense of colors and their recognisable usage.
- Original form of its jewelery: such as B.zero1 by ANISH KAPOOR and serpentine necklaces and bracelets.
Chopard differentiate itself in another way:
- Creative approach to its jewelry design (high end jewelry in form of teddy bear)
- Family spirit: Chopard has remained a fully independent family firm to this day.
POD's are not only reason why we choose this or that brand. There are also POP's.
Points-of-parity - "associations that are not necessarily unique to the brand but may be shared by other brands. While POPs may usually not be the reason to choose a brand, their absence can certainly be a reason to drop a brand".[1]
POP's are common for Chopard and Bvlgari:
- Quality: customers expect to get superior quality in exchange to the high price they pay.
- Store experience: individual and attentive approach to every client
- Exclusivity of every product (limited edition or special edition)
- High price as an indicator of luxury
- Stores are not accessible for ordinary people.
Kristina Voskivarova
Sources:
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