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 ...

Product positioning involves defining a relative position in the marketplace. A bakery, for example, sells cakes in a crowded market that includes competition from other bakeries' cakes and entirely ...

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 ...