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With the introduction of garrisons, rare quality followers are distinguished from other follower quality levels by having up to 2 different follower abilities and up to 2 different follower traits.
Items
The names of Rare quality items will appear in blue.
Equippable items of Rare quality almost always have one or more attribute bonuses and some have procs.
Outland and Northrend quests that require defeating an elite monster will often reward a rare. Quests at the end of long, lore-intensive chains will sometimes reward a rare.
Battle pets
The names of Rare quality battle pets will appear in blue.
They should have slightly better initial stats than Uncommon quality battle pets.