Include as strengths any formulas or policies your company uses that give it an edge in name recognition, brand positioning and bottom-line revenue. For example, many designers have two avenues of distribution, a couture line and a ready-to-wear, off-the-rack line more accessible to buyers with average incomes. This is a strength because it allows the designer's name to reach a larger audience of potential customers and the brand to make more sales. For example, Giorgio Armani includes high-priced couture and a ready-to-wear line available through Armani Exchange; Issac Mizrahi designs both couture and a ready-to-wear line sold exclusively through retailer Target.