Japanese manufacturers have long considered the quality of their products to be their greatest strength.
American marketing guru David A. Aaker, however, believes they now need to focus on differentiating their products to survive in an increasingly competitive global market.
"Differentiation is really the key to having healthy profits," said Aaker, a professor emeritus of marketing at the Haas School of Business at the University of California at Berkeley. "A brand allows you to differentiate."