SQL capitalization alias

Alias name has a dedicated case option.

SELECT p.name      AS PRODUCT, 
       p.listprice AS 'LIST PRICE', 
       p.discount  AS 'DISCOUNT'  
FROM   production.product p  
       JOIN production.productsubcategory s  
         ON p.productsubcategoryid = s.productsubcategoryid  

Column alias name

User can set dedicated case option for column alias name, this make column alias differs from other alias.