Granulated white sugar is essentially indistinguishable from one brand to another. Physical product features are the same for each brand. Product benefits and usage are identical. However, even plain white sugar can be differentiated with pricing, packaging, and quality image supported by advertising.
Consumers consistently rank price as one of the most important features of branded granulated sugars in making a purchase decision. Another important feature is the brand image of quality, which reinforces this image with a higher price versus generic brands.