There are three key consumer criteria that determine whether a brand association can truly function as a point-of-difference
When the Westin Stamford hotel in Singapore advertised that it was the world's tallest hotel, it attempted to create a point-of-difference (POD). Discuss whether this attempt to create a POD would be likely to succeed.
Student answers will vary. Consumers must see the brand association as personally relevant to them. Staying in the tallest hotel might not be a necessary need for most tourists, there might be other factors that are more important. The hotel was not successful in its attempt to create its POD because of the desirability criteria associated with PODs.
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