What is Brand Positioning?

Brand Positioning Brand and strategy

Brand positioning is the strategic decision that defines the place a brand will occupy in consumers’ minds relative to its competitors. It clarifies whom the brand speaks to, for what need, with what point of difference and with what proof, and it is the starting point for all communications.

Term: Brand Positioning
English term: Brand Positioning
Topic: Brand and strategy
Glossary: Brandworks PR Glossary

How is brand positioning put into practice?

Positioning work sits at the intersection of category analysis, competitor mapping, audience insight and the brand’s real capabilities. The output is a one-sentence positioning statement, supporting messages and a set of proof points. PR and advertising done without this framework produce scattered messages that undermine one another.

Related service

Corporate CommunicationsA strategic approach that strengthens brand reputation, positioning and the corporate narrative through an integrated communications system.

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