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The incorporation into a product of characteristics that vary from those of competitive products. All manufacturing and retailing companies do everything they can to separate their products from those of their competitors in an effort to obtain some pricing power. This can be achieved by marketing and technology. Companies strive to achieve brand recognition so that consumers will select their brand rather than a brand which they are not familiar with. Brands which are percieved to be of better quality can command a higher price and hence be more profitable.