Marketers have a better chance to achieve a strong position in the marketplace when they have a strategy and then build a brand around it. The objective is to establish a single thing to be known as ...

Your company brand is the lifeblood of the business: It is a statement of your company's personality and a declaration of company values. With the right positioning strategy, branding creates an ...

Getting product and marketing teams on the same page is critical for a company's success. When they're not aligned, things can get messy: People misunderstand each other, resources get wasted, ...

Investopedia contributors come from a range of backgrounds, and over 25 years there have been thousands of expert writers and editors who have contributed. Product differentiation highlights unique ...