Brand

• Brand equity = the value consumers attribute to one brand’s offerings when compared with similar products from another brand
• Brand safety
  • About brand suitability controls | Meta Business Suite
  • Brand safety targeting | Google Display and Video 360 Help

Differentiation

• Focuses on the consumers’ attention on one or more key benefits of a brand that make it better than other choices.
• Reflected in the name, packaging, and promotion of a product.
• When a product is perceived to be better than its competitors, consumers will be willing to pay more — competitive advantage