Brand differentiation is the process of distinguishing a company's products or services from those of competitors. This can be achieved through unique features, quality, pricing, or customer service. By highlighting what makes a brand special, businesses can attract and retain customers who value those differences. Effective brand differentiation helps create a strong identity in the marketplace. It allows consumers to easily recognize and choose a brand over others, fostering loyalty. Companies like Apple and Coca-Cola successfully use brand differentiation to maintain their competitive edge and connect with their target audience.