Answer: First, use your customers' most desired benefits as the basis of the positioning statement. A positioning statement has four parts: the name of the customer segment, the most important ...

Now that you've chosen a segment (or segments) you're ready to position your product or service in each segment. You'll need a positioning statement for each targeted segment. But what does ...

The brand positioning statement is probably the most important sentence in a marketing plan. It brings focus to the development of a marketing strategy and the marketing plan and tactics supporting ...

Imagine your company is planning on launching a new product, or maybe you are rebranding your current products for a different market. A good positioning statement will make the launch a success.

Startup founders often lack time but they should invest resources in identifying a winning brand position that will then drive all their strategic decisions. A clear brand positioning statement can ...

Opinions expressed by Entrepreneur contributors are their own. In The Marketing Plan Handbook, author Robert W. Bly explains how you can develop big-picture marketing plans for pennies on the dollar ...