and is a sign of certain products, it is a comprehensive embodiment of products’ quality, performance and reliability level to meet consumer's utility. It also embodies an enterprise’s modern management level, market reputation, the spirit of the enterprise and many other cultural connotation (Hamilton & Richards, 2009). A brand has many strong functions, on the one hand, a successful brand can use its unique value or marketing to have market segments, thereby avoiding the pressure brought by direct competition on brand management; on the other hand, it diminishes buyers’ power, providing consumers with the purchase incentives which are in line with their interests. As there is a lack of comparable selection in a market, the difference between brands is enough to cause consumers’ identity, consumers who have been satisfied will have brand loyalty, so as to establish a solid brand preference (Hunt, 2011).
It should be noted that brand differences must have value, if the value has been identified by consumers, such differences will often make the brand different, so as to elevate the attention-degree of the brand to stabilize the market and promote sales. If it is said that products of an enterprise serve customers with internal quality, then brand differentiation of an enterprise is to use its own external image to please consumers, so as to construct its own competitive advantage (Hunt, 2011).
•Modality differentiation
Modality differentiation refers to difference in the specific appearance of a product when it compares with its competitive products. The pursuit of basic functions of products is no longer the only reason for consumer to choose products today, today's consumers pay attention to functions of products to beautify life. When consumers choose a product, they require that the product should meet their basic needs and be in line with their own aesthetic tendency. Then, they will judge if the selected products assort with their own living environment. Therefore, when an enterprise designs its products, it should focus on colors, variety of style of products to give consumers more choices (Crespi & Marette, 2002).
•Packaging differentiation
Packaging differentiation is to distinguish a product in its product packaging with its competitive products’. A good product plays the role of attracting consumers in sales process. Therefore, enterprises should explore consumers’ aesthetic tendencies and competitive products’ packaging, combined with product features to design an eye-catching packaging for products, so as to make the intrinsic quality of products consistent with external packaging (Lavoie & Liu, 2007).
Extension product
Extension product is also known as additional product, it refers all additional services and benefits which consumers acquire when they buy formal products, including providing credit, free shipping, quality assurance, installation, after sale service, etc. Only when enterprises provide consumers with extension products which have more practical benefits, can they win in the fierce market competition. Extension product differentiation is to distinguish a product with its competitive products in additional servic
