Diphenhydramine is an antihistamine used to relieve symptoms of allergy, hay fever, and the common cold.  This medication is offered at most pharmacies, and is offered by several different companies Walgreens, CVS and of course Benadryl. If Diphenhydramine is always the same how can companies convince people to purchase their allergy medicine instead of the competition? The answer is a simple differentiator called branding.

“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association).