Research Topics:

Brand/Image Development | Brand/Image Tracking | Brand Positioning Studies

Content Type:

Glossary

Brand Positioning Definition

The distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others.

Brand positioning defines how consumers perceive a brand in relation to competition and how their buying behavior is influenced. Brands succeed in positioning by working to adopt a distinctive place among competitors and setting themselves apart from the crowd. The process involves identifying those key attributes and emotions that differentiate the brand. Businesses use brand positioning by establishing clear brand identity, communicating value and establishing an emotional connection with their target market.

Who relies on brand positioning?

Businesses and professionals involved in market research – startups, established companies and nonprofit organizations, for instance – rely on successful brand positioning to communicate effectively, connect with their target audience and gain a competitive edge.

Why should I care about brand positioning?

Brand positioning impacts consumer perception of a brand because brands and products strive to stand out in a crowd, build brand loyalty and influence purchase decisions. Brand positioning influences marketing efforts, messaging and business strategy.