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Brands differentiate in one of two ways. They leverage performance associations when features are easy to assess prior to purchase and they leverage image associations when they are not. Regardless of the path they choose, their differentiators must meet three fundamental requirements. They must be relevant to decision making, credible to customers and unique to the brands that claim them. Finally, points of difference change over time so brands must seek new sources of differentiation when previous differentiators become points of parity.Knowledge Test