Figuring out the value proposition for your new product or service is the first step in any marketing plan. It communicates to your customers why your offering is worth purchasing. If you can’t ...

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 ...