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Differentiation strategy is a strategic positioning approach that helps buyers distinguish your business from similar competitors and give them a solid reason to choose you. The differentiation strategy aims to classify a product or service from other related products offered by competitors. Examples of such companies are Starbucks and Apple. The broad differentiation strategy is used by companies with a wide range of customers. Companies that use this strategy apply the “masstige’s” approach apply ‘brand positioning’ approach to brand positioning.