Choosing the right product strategy

How to use merchandising to build a brand

Ana Andjelic
2 min readAug 4, 2022

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A winning product strategy takes into account brand and business objectives, target audiences and an integrated marketing and merchandising approach. Product strategy is closely linked to a company’s competitive strategy as it powers the market segment and growth model that a brand pursues.

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Ana Andjelic

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.