Market demand for premium filtration products in a commodity driven category was a key driver in the evolution of Donaldson's multi-level brand strategy. After a thorough analysis of the market opportunities, distribution channels, and price points, we expanded the Donaldson corporate brand to include a premium offering (i.e., Donaldson Endurance) and then created a select group of ingredient brands that feature proprietary Donaldson technologies. The new ingredient brands focus attention on the unique features of the filters, distinguishing the products from the competition, and increasing value.