Handary gives a name to each of our products for customer to recognize and remember them from market. Each Handary Brand represents at least a distinctive character and extraordinary function from others while may still other general effects. With superior bio-technology as the foundation, the second phase is to convert solutions and products into brands. Our brands have clear position — they give manufacturers obvious reasons to choose our products in preference to competition.

Strategic Distinctions

While you can achieve distinctiveness by making a great product, we believe it should be anchored in a brand's strategy. Here are four types of strategic distinctiveness:

Product Benefit

This means, "What's in it for me, the customer?" To be distinctive, you must answer, "What will your product do for me that other products can't?" Remember Handary, the first brand on natural food protection solutions.

Emotional or Extended Benefit

Brand promises an emotional or extended benefit that results from the product benefit, and does so in a way that no other brand is talking about. Like Epolyly^TM, NisinA, ASTAT^TM that only can be supplied with a low cost by Handary.

Reason-Why benefit brand

Distinctiveness is when a brand supports its benefit promise in a way that is clearly different from competitors. This can be done with:

a) Special application like Natalac^TM for cheese, Natanacl^TM for meats, Natadex^TM for drinks.

b) Special function like Chitoly^TM.

Brand Character Benefit

This is a brand's personality. If your brand were a person, who would she/he be? It can be a tremendous competitive advantage. Chitoly® is more than freshness. Natalac® is more than a protectant.

Any scope of above strategic distinctiveness, done well over time, becomes brand equity. For example, ask food producers:

• "Which food protection brand is "clean, health, safe with good performance for food?"
  • More will say Handary®  than any other competitors
• "Which natural antimicrobial brand is “powerful and economic"?
  • More will say Handary®.