differentiation
noun [ U ]
uk/ˌdɪfərenʃiˈeɪʃən/ us MARKETING
the process of showing how a product is different from similar products and what its advantages are, especially in order to attract a particular group of consumers:
Through differentiation, coffee could come to be marketed like wine, which is prized for specific locations and other qualities.
the process of showing or finding a difference between one thing and another:
The four-letter code will enable differentiation between separate projects within the same department.
the fact that something is different from something else:
There is considerable differentiation between different users in terms of IT skills.