# 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](https://www.facebook.com/business/help/1926878614264962?id=1769156093197771) - [Brand safety targeting | Google Display and Video 360 Help](https://support.google.com/displayvideo/answer/3032915) ## 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]]