It is difficult to continue to maintain the sustainability. When time lapse to the difference may be less in the eyes of the customer, or to other companies. the company's products be duplicated until the emulated clients cannot see the difference. In addition, implementing a differentiation strategy is costly. It may take years before a company achieves a strong brand image that sets it apart. During that time, the company faces the risk of changing consumer tastes or preferences. In such a case, the company may not have sufficient customer demand to offset its higher costs, which may lead to a loss.