What is quality? What does it mean “High-quality product”?

Quality is not a differentiating concept and therefore should not be used in strategic statements. In fact, is never easy to show a relationship between product quality and sales rank.

A similar test to that mentioned by Al Ries was conducted in Europe recently by a buying guide: They tested the quality of cars of the same category. Those ranked first, second and third in terms of product quality ranked 12th, 9th, and 16th in market share.

Forget unqualified terms and explain exactly what makes yours a quality product. That is what distinguishes you, and you can work on it to differentiate you further from competitors.