While there is consensus on the importance of salience (often called 'mental availability') for brand growth, there is considerable disagreement on how important differentiation is. Some think it's not worth pursuing because good ideas are soon copied and create little differentiation among brands, while others think it is very important because brand differentiation does exist and can be sustained by good marketing.
Definitions
Differentiation is creating and showcasing distinct characteristics of value to the consumer that distinguish it from competitors by being better or unique, with the intent of creating perceived superiority, preference and increased demand. Differentiation can be functional...