Brand positioning is complex, with various definitions and multiple ways to approach it. But whichever approach is chosen, the positioning should be distinctive, inspiring and ambitious. Effective positioning should be informed by trends, market research and external market realities. A brand can opt to occupy the market in various positions including market leader, premium or challenger. Regardless, it is important that the positioning idea is practically useful and clearly relates to a commercial aim.
Definition
Brand positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the...