All cars will promise to get you from A to B. There is no differentiation in that claim. However, if Volvo’s promise is the get you from A to B with maximum safety, its car has established a category and an identify in that category. Volvo has positioned itself as a safe car. But what if another car manufacturer positions its new car as a safe car? Volvo and its new competitor will need to move to the next step, that of differentiation. If the competitor sets a much lower price on its car, it has established a differentiator. The competitor is offering a less expensive safe car. But it must think twice about doing this. Will a buyer who wants a safe car believe that the lower price safe car is as safe as the more expensive safe car?