For example, if you offer enterprise architecture tools ... statement to guide all branding and marketing efforts thereafter. As market conditions change, your brand's positioning may also evolve.

I've had the opportunity to develop brand-positioning platforms for more ... come up with new buzzwords that promise to make marketing easier. "Cultural branding" and "brand purpose" are two such ...

The best B2B marketing and branding strategy is to position your company as the go-to authority in your space. This means ...

Find the latest brand positioning news, analysis and opinion, from launching a new brand to brand overhauls, finding a brand identity and rebrands. PwC has launched a new brand platform and updated ...

Today, I would like to share with you three key pointers to help you develop a strong brand position in the market ... along with practical examples to illustrate the point: Imagine walking ...

To do so, the retailer is launching an ambitious multistep marketing campaign that will introduce a new brand positioning that seeks to surprise ... strategies propped up brand results, serving as ...

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

The concept of brand equity was first introduced in the 1980s by David Aaker, a marketing professor at the University of California, Berkeley. A general example of the importance of brand equity ...