Brands that differentiate themselves from competitors by owning a uniquely desirable attribute are inherently more valuable to customers.
For example, there are many car brands to choose from, but Volvo owns safety, the Geek Squad owns computer repair, and P&G owns consumer product innovation. The success of these brands can largely be attributed to how they have differentiated themselves from dozens if not thousands of competitors.
BMW offers more than German engineering—they also offer leather seats, safety, prestige, and more, but they lead with one message, namely, that they create the "Ultimate Driving Machine." When they came out with that tagline, there was almost certainly someone who argued, "What about luxury!? What about safety!?" But BMW has been successful because they focused on one attribute: performance driving.
What specific attribute could your organization own in order to start benefiting from being a category leader?