Functional, Sonance will provide the consumer with high-quality, aesthetically pleasing audio. Several competitors in the mass market are capable of providing high-quality audio. However, Sonance is the market leader in the Wife Approval Factor (WAF) index. WAF is a metric used to measure the aesthetics of a set of speakers. In the installer market segment the standard is a high WAF. Therefore Sonance is unable to differentiate itself from the competition. However, in the Owners segment this is considered a gain and provides a point of differentiation. The Owner segment will also evaluate the brand of speaker used, this allows Sonance to capitalize on their luxury brand image, providing the consumer with the economic value of a luxury product at an affordable price in addition to the psychological value of having a product luxury in their home. The Sonance brand will not serve as a point of differentiation in the installer segment because luxury brand image is not a factor of consideration as in the new home development market or a sought-after attribute as in the luxury home market. The luxury home market could instead draw negative functional and psychological value from the Sonance brand due to the recent trend towards mass