Differentiation is very important issue in all case of strong or weak brand. It is not only an instrument of corporate growth, but also an essential survival tool in the intensively competitive environment. Specifically, differentiation is more and more important in this age of sharp competition for high tech. Companies are need to innovate their prior technology, because the prior is likely to be a trite one, or because the competitor would like to imitating with theirs easily. So, all corporate must try their own differentiation ceaselessly. Differentiation, however, is not easy. Moreover, differentiation of mere technical development is likely to be a loser pattern. Consumers can appraise a differentiation highly, but the others also can devaluate it. In respective of this view point, marketers must be cautious of blindly approaching for technical aspect. All solutions get to consumers - what differentiation is proper, or how it need to operate. By the way, differentiation type is two - alignable vs. nonalignable. That is, the alignable difference means the innovation of same dimension of major competitor. The nonalignable difference is a novel differentiation that have not been suggested by anybody yet. Meanwhile, Attribute type is composed of utilitarian vs. hedonic, this distinction is based on the purchase purpose. Utilitarian attributes are related with functional and basic benefit, on the other hand, hedonic attributes are related with positive affects caused by sensory enjoyment or symbolic benefit. In this viewpoint, the strong brand generally dominates the weaker brands in respective of consumers' perception for functional benefit. So, the strong brand is needed to add the hedonic attributes, on the other hand, the weak brand is desirable to focus on their functional benefit. This research carried out experimental studies, and the results are followed. First, there is no difference between alignable vs. nonalignable differentiation in case of the strong brand for product attitude. Second, nonalignable differentiation is more effective than alignable differentiation in case of the weak brand. Third, hedonic differentiation is more advantageous than utilitarian for the strong brand. Fourth, the weak brand has a merit if it differentiates its utilitarian point not hedonic point.