Few business owners find themselves in a market where they are the only company selling a certain product or service. Competition is thick in most markets, so you need to differentiate yourself and ...

Differentiation in marketing means creating specialized products that gain competitive advantage with a particular segment of the market. Companies can choose from two different strategies: ...

Discover what parity products are, how they work in competitive markets, and examples like smartphones that highlight differences and competitive strategies.

Brand awareness is in every survey. Yet, despite its popularity, it’s a metric that leaves room for interpretation; it often feels like the blank nod you give to someone whose words you haven’t really ...