What Is Brand Positioning?
Brand positioning is the process of creating an image and reputation of a brand in the minds of its target audience. It is how a brand is perceived by its customers in relation to its competitors. Brand positioning involves developing a unique selling proposition (USP) that sets the brand apart from its competitors and defines its value proposition.
The primary goal of brand positioning is to differentiate a brand from its competitors by highlighting its unique qualities, features, benefits, and values that meet the needs and preferences of its target audience. A well-positioned brand has a clear and distinct identity that resonates with its target audience, making it more memorable, credible, and appealing.
Marketers perform market research to understand the needs and preferences of the target audience and their perception of the brand. Based on this research, a brand can develop a positioning statement that defines its unique value proposition and how it differentiates from its competitors.