With superior product technology as the foundation, the second phase is to convert products into brands. Our brands have a distinctive positioning — they give consumers a reason to purchase our brand in preference to competition.

Strategic Distinctions
While you can achieve distinctiveness by making a great product, we believe it should be anchored in a brand's strategy. Here are four types of strategic distinctiveness:

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1. Product Benefit
2. Emotional or Extended Benefit
3. Reason-Why Benefit
4. Brand Character Benefit

Any area of strategic distinctiveness, done well over time, becomes a brand equity. For example, ask consumers:

• Which laundry brand is "tough and powerful"?
  More will say Tide® than any other competing product. Tide has a brand character equity.

• Which brand gives you “healthy, shiny hair"?
  More will say Pantene®. Pantene has a benefit equity.

By building a brand correctly, we can create great brand loyalty.