You can use product positioning to influence what a consumer thinks of your product or brand. The resulting consumer mental image has an impact on purchasing decisions. Your product positioning has to ...

Striving to be unique is an age-old strategy for gaining advantage. Ideas, people, objects and products that are considered unique transcend clichés. As a result, they gain widespread approval and ...

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 ...

Industry and market transformations have dramatically altered when and how products should be positioned for launch, writes Stan Bernard. Unbeknownst to Lilly and Daichii Sankyo, BMS had assembled a ...