Differentiation factor

Refers to the unique characteristics that distinguish a brand from its competitors, categorized into features and benefits. While features focus on objective, factual, or tangible attributes, benefits convey the intangible, personal value, typically rooted in emotions or functionality. Both are essential for effective brand positioning. Take the Omega Moonwatch as an example. Its bezel’s tachymeter scale, which measures average speed, is a feature. The engraving “The First Watch Worn on the Moon” not only adds emotional value but also offers its wearers a sense of prestige through a piece of intriguing history.