Company Branding and Competitive Positioning

Marketing and sales are essential aspects of any business; marketing manages the customer experience, while sales focuses on the customer relationship. In today's quickly changing world, marketing and sales have had to adapt to virtual selling, social media communication, digital marketing, and more. Nevertheless, some things have remained the same, including the need for consistent branding, the focus on the customer, and the collaboration between marketing and sales. This text looks at these issues in depth. Written for marketing and sales professionals and students, Seamless offers expert opinion, academic theory, real-world experience, and practical advice with explanatory graphics and "Dos and Don'ts" lists to educate and guide readers through the marketing, sales, and account management process to business success. Chapter 2 focuses on the need for an organization to establish their brand and a competitive position before they attack target businesses in their market segment. Marketing and sales efforts must be preceded by fixing the company's brand image in the prospective customer's mind. Establishing the brand and positioning is the next step in developing the marketing and sales process. Once that is done, companies can begin a highly focused and effective marketing and sales approach. Upstream marketing is explored, and while it takes time, effort, and expertise, it has many benefits. Several practical suggestions on branding, positioning, and communication in general are offered.

• Branding
• Marketing
• Market positioning
• Sales and marketing
• Strategy
• Brand positioning
• Brand management
• Marketing strategy