Brand managers must begin by defining a vision on what they want their brand to represent and then choose the right identity elements to build that brand with. Strong and unique elements complement and protect the brand of being interchangeable in the market. 

With a sophisticated differentiation a brand can charge a higher price for their product. Because they regard the brand as unique, with an appealing image, consumers are prepared to pay more for a product by a specific brand when they experience real or supposed differences with other brands in the same product category.

Source: Brand & Reputation 4 2010, Judith Lynne Zaichkowsky, Professor of Marketing & Communication, Copenhagen Business School.