The second business unit strategy is differentiation. An organization pursuing this strategy distinguishes its product or service from those of competitors or, at least, attempts to make consumers perceive that there are differences. This allows the organization to demand a premium price over the price changed by competitors and attempts to gain the loyalty of consumers toward a particular brand. Nike has successfully utilized this strategy to gain tremendous loyalty among its customers. Whether there are actual or perceived performance benefits for athletes or some status identification with the brand name, many consumers will not wear any other brand of athletic footwear.