How do you stand out from competitors in a category that is saturated with brands and big names?

This is such a cute packaging for a computer mouse!  There are so many brands selling mouse.  The colour option and this packaging got me to buy this brand over the others though it is not a well known brand.  How do you stand out from competitors in a category that is saturated with brands?  Cool packaging is definitely one way.  The quality of this product isn't great compare to the other big brands with reputation of good quality but the packaging gotten me to buy it even though I have not heard of this brand and it is the same price as the other well known brands.