Particularly urgent and difficult to solve target audience needs are sometimes referred to as pain points, to distinguish them from needs that are resolved easily and/or by multiple brands.
The more urgent and difficult the need, and the extent to which the brand is able to solve that need with a proprietary and unique solution, the more valuable the brand is considered to be.
The less urgent the need, the more likely the brand is to be considered a commodity with little distinction from competing brands.
store brand, private label
point of difference
frame of reference
reason to believe