Possessing attributes or characteristics that provide a consumer with a reason to believe that an offering is superior. These may include: Certifications (e.g.: Certified Organic), Country of Origin (e.g.: Made in Germany), Region (e.g.: champagne), Technology (e.g.: Gortex), Ritual (e.g.: Carona's slice of lime), Materials (e.g.: genuine leather), Process (e.g: Budwiser - "beach wood aged"), Heritage (e.g: hand made)…

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