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 ...

When a brand offers a unique experience with little-to-no viable competition, marketers can more easily position the product or service as something better, new, disruptive or otherwise different from ...

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and ...

Opinions expressed by Entrepreneur contributors are their own. It is a common misconception that a company’s logo is the same as its brand. Unfortunately, branding and marketing are not that simple.

A genuine co-branding campaign has each company that is involved consistently focused on achieving the following goals: · Respond to the marketplace’s expressed and latent needs. · Leverage one’s own ...

A store brand, often referred to as a generic product, is manufactured or acquired by a retailer for exclusive sale to consumers. Store brand examples include anything from jars of pickles to ...

Managing your brand’s reputation is a balancing act. Companies must be constantly poised to both respond effectively to crises and proactively build consumer trust. In my last article on common ...