Is your product a high-end offering or are you a bargain brand? Do you sell to women or men? Is your warranty a major selling point? These are examples of ways companies position their products or ...

Marketing is all about positioning your product in the marketplace, and being able to differentiate it from what the competition offers. The consumer must perceive that your product has value and is ...

How does a new brand become successful? The author of this paper, after conducting in-depth interviews with marketers in the consumer products and services sector, argues that the perception of a ...

If customers cannot clearly articulate why you are different, you are competing on price. Competitive differentiation is not branding language. It is operational reality. CEOs must ensure their ...

Starting a new business and getting initial clients is a struggle for just about every entrepreneur. However, there comes a time in almost every enterprise when leaders realize that something has to ...

Carol M. Kopp edits features on a wide range of subjects for Investopedia, including investing, personal finance, retirement planning, taxes, business management, and career development. Amy is an ACA ...

Pursuing, attaining, and maintaining a competitive position in the market is at the heart of an effective marketing communications plan. A well-crafted positioning statement defines your company's ...

Every brand wants to be top of mind with potential customers. But this takes more than a catchy slogan or a sleek logo, especially when you're forging relationships with B2B clients. You need to ...