Owning a "strong brand" is an important and elusive target for many companies in Australia. Obviously brand strength is highly beneficial, as it allows products to be sold at a higher price than competitors, and to be easily identified and preferred by consumers. A strong brand leaves itself open to being undermined if it currently competes with weak rivals, and there are aspects of the brand that could easily be matched or bettered by new products. Another problem can occur where two brands are of equal strength, so that consumers cannot differentiate between them.