差异化如何脱颖而出成为领导品牌,或如何挑战并超越现有领导品牌,是目前商业中经常遇到的问题,而同质化竞争策略,往往难以实现突围而出,特别是在资源或资金实力没有显著性优势的情况下。差异化,则往往是有效的方式。而差异化的形式则是多种多样,如:产品上的研发创新,品牌形象上的个性化,价格档次上的高端或经济化,包装形式的多样化,并可能伴随相应的目标人群定位调整(针对细分人群),而这些差异化的实质,则是在为品牌构建不一样价值。品牌所能提供的差异化价值的吸引力,是最终能否获得消费者偏好及购买的关键因素。同时,具有吸引力的价值,是否容易被感知,同样是至关重要。特别是对于一些难以被感知,需要多次的重复使用,才能最终被消费者所体验到的价值。如果品牌定位于一个难以被感知的价 How differentiation stands out as a leading brand or how to challenge and surpass existing leading brands is a problem often encountered in business at the moment. Homogeneous competition strategies often fail to break through, especially in the absence of resources or financial strength Significant advantage of the situation. Differentiation is often an effective way. The differentiated forms are varied, for example: R & D innovation on the product, the personalization of the brand image, the high-end or the economy on the price level, the diversification of the packaging form, and may be accompanied by the corresponding target population positioning adjustment (For segments), and the essence of these differences is building value for the brand. The attractiveness of the differentiated value that brands can offer is ultimately the key to consumer preferences and buying. At the same time, attractive values, as well as being easily perceived, are equally crucial. Especially for some difficult to be perceived, the need for repeated use, in order to eventually be the value of the consumer experience. If the brand positioning at a price that is difficult to be perceived